Does fortune favor the brave? Brand bravery’s impact on green- and inclusive marketing

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Date

Authors

Maree, Tania
Wiese, Melanie

Journal Title

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Volume Title

Publisher

Routledge

Abstract

The study provides new insights by investigating the influence of brand bravery on marketing communication effectiveness in two bravery contexts: environmental sustainability and inclusivity communications, in an emerging market, South Africa. Structural equation modeling tested the conceptual models based on 364 and 471 responses. Brand bravery significantly influenced brand- and advertisement attitudes in the sustainability context, but only advertisement attitudes in the inclusivity context. Interestingly, lower consumer-brand identification had a stronger moderation effect than higher values. This was true for the relationship between bravery and brand attitude for both contexts; yet, only for sustainability communication did the same occur for the relationship between bravery and advertisement attitude. The main contributions are insights into how consumers see a brand’s bravery from green marketing and inclusivity perspectives and the effectiveness of these communications from an understudied geographical viewpoint. It also highlights the moderating role of consumer-brand identification in the consumer-brand relational framework.

Description

DATA AVAILABILITY STATEMENT : The data that support the findings of this study are stored in an institutional repository.

Keywords

Brand bravery, Advertising effectiveness, Brand attitude, Consumer-brand identification, Attitude towards advertisement, Purchase intent, Sustainable development goals (SDGs), SDG-10: Reduced inequalities, SDG-12: Responsible consumption and production

Sustainable Development Goals

SDG-10:Reduces inequalities
SDG-12:Responsible consumption and production

Citation

Tania Maree & Melanie Wiese (26 Feb 2025): Does fortune favor the brave? Brand bravery’s impact on green- and inclusive marketing, International Journal of Advertising, DOI: 10.1080/02650487.2025.2466337.22