Skip to main content
SpringerLink
Log in

From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity

  • Original Article
  • Published:
Journal of Brand Management Aims and scope Submit manuscript

Abstract

Empirical evidence concerning the effects of brand activism on brand equity is growing but remains mixed at best. Although non-profit brands increasingly implement activism initiatives, there are not yet any studies that look outside the commercial sector. Non-profit brands are well placed to step up and engage in political dialogue—social change is at their core. Yet, the risks of neglecting a warm charitable image are considerable in terms of alienating current supporters and losing donations. Our research contributes to this debate by employing signalling theory to examine the effects of non-profit brand activism on brand equity in the ‘third sector’. The mediating roles of brand bravery and brand hypocrisy in this central relationship are also explored. Survey data were obtained from 518 British respondents and analysed using structural equation modelling. Our results show evidence of partial serial mediation, where the direct negative effect of non-profit brand activism on brand equity is eliminated in the presence of brand bravery and brand hypocrisy. Interestingly, in studying the mediated-moderation links, we also find the strengthening effects of a donor’s moral foundations at play. Our study suggests that there are equity gains for non-profit brands that shed traditional ‘warmth’ positioning and embrace activism and bravery.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2

Similar content being viewed by others

References

  • Adams, P. 2018. What true brand bravery looks like, according to marketers who took the leap, available at: https://www.marketingdive.com/news/what-true-brand-bravery-looks-like-according-to-marketers-who-took-the-lea/539093/. Accessed 11 Jan 2022.

  • Admirand, L. 2020. Thinking beyond an empty black box: Meeting Gen Z’s expectations for genuine brand activism, available at: https://www.researchworld.com/thinking-beyond-an-empty-black-box-meeting-gen-zs-expectations-for-genuine-brand-activism/. Accessed 25 June 2021.

  • Ahmad, F., F. Guzmán, and B. Kidwell. 2022. Effective messaging strategies to increase brand love for sociopolitical activist brands. Journal of Business Research 151: 609–622.

    Article  Google Scholar 

  • Amos, O.M. 1982. Empirical analysis of motives underlying individual contributions to charity. Atlantic Economic Journal 10 (4): 45–52.

    Article  MathSciNet  Google Scholar 

  • Baghi, I., and V. Gabrielli. 2013. Co-branded cause-related marketing campaigns: The importance of linking two strong brands. International Review on Public and Non-Profit Marketing 10 (1): 13–29.

    Article  Google Scholar 

  • Bagozzi, R.P., and Y. Yi. 1988. On the evaluation of structural equation models. Journal of the Academy of Marketing Science 16 (1): 74–94.

    Article  Google Scholar 

  • Batt, V., M. Holzer, M. Bruhn, and S. Tuzovic. 2021. Effects of sponsorship quality and quantity on employee brand behavior. Journal of Brand Management 28 (5): 495–509.

    Article  PubMed Central  Google Scholar 

  • BBC News. 2022. Greenpeace activists in Essex arrested blocking oil tanker, 16th May.

  • Beaton, E., H. MacIndoe, and T. Wang. 2021. Combining non-profit service and advocacy: Organizational structures and hybridity. Non-Profit and Voluntary Sector Quarterly 50 (2): 372–396.

    Article  Google Scholar 

  • Becker, A., S. Boenigk, and J. Willems. 2020. In non-profits we trust? A large-scale study on the public’s trust in non-profit organizations. Journal of Non-Profit and Public Sector Marketing 32 (2): 189–216.

    Article  Google Scholar 

  • Becker-Olsen, K.L., and R.P. Hill. 2006. The impact of sponsor fit on brand equity: The case of non-profit service providers. Journal of Service Research 9 (1): 73–83.

    Article  Google Scholar 

  • Bennett, R., and H. Gabriel. 2003. Image and reputational characteristics of UK charitable organizations: An empirical study. Corporate Reputation Review 6 (3): 276–289.

    Article  Google Scholar 

  • Bennett, R., and A. Sargeant. 2005. The non-profit marketing landscape: Guest editors’ introduction to a special section. Journal of Business Research 58 (6): 797–805.

    Article  Google Scholar 

  • Bergh, D.D., B.L. Connelly, D.J. Ketchen Jr., and L.M. Shannon. 2014. Signalling theory and equilibrium in strategic management research: An assessment and a research agenda. Journal of Management Studies 51 (8): 1334–1360.

    Article  Google Scholar 

  • Berthon, P.R., Ferguson, S.T.L., Pitt, L.F. and Wang, E. 2021. The virtuous brand: The perils and promises of brand virtue signaling. Business Horizons (in press).

  • Bhagwat, Y., N.L. Warren, J.T. Beck, and G.F. Watson IV. 2020. Corporate sociopolitical activism and firm value. Journal of Marketing 84 (5): 1–21.

    Article  Google Scholar 

  • Blackall, M. 2020. Barnardo's hits back at Tory MPs upset by talk of ‘white privilege’, available at: https://www.theguardian.com/world/2020/dec/05/barnardos-hits-back-at-tory-mps-upset-by-talk-of-white-privilege. Accessed 22 Nov 2021.

  • Body, A., and B. Breeze. 2022. Fundraising across different causes. In Charity Marketing: Contemporary issues, research and practice, ed. F. Hyde and S. Mitchell, 113–127. Oxon: Routledge.

    Google Scholar 

  • Boenigk, S., and A. Becker. 2016. Toward the importance of non-profit brand equity: Results from a study of German non-profit organizations. Non-Profit Management and Leadership 27 (2): 181–198.

    Article  Google Scholar 

  • Branicki, L., S. Brammer, A. Pullen, and C. Rhodes. 2021. The morality of “new” CEO activism. Journal of Business Ethics 170 (2): 269–285.

    Article  Google Scholar 

  • Byrne, B.M. 2013. Structural equation modelling with Mplus: Basic concepts, applications, and programming. London: Routledge.

    Book  Google Scholar 

  • CAF (2021) Charities Aid Foundation: UK giving report. 2021. https://www.cafonline.org/docs/default-source/about-us-research/uk_giving_report_2021.pdf. Accessed 4 Jan 2022.

  • Callaghan, G. 2019. Is the ‘activist generation’ too anxious about the future?, available at: https://www.smh.com.au/environment/sustainability/is-the-activist-generation-too-anxious-about-the-future-20190716-p527rw.html. Accessed 25 June 2021.

  • Chad, P. 2015. Utilising a change management perspective to examine the implementation of corporate rebranding in a non-profit SME. Journal of Brand Management 22 (7): 569–587.

    Article  Google Scholar 

  • Chapleo, C. 2015. Brand ‘infrastructure’in non-profit organizations: Challenges to successful brand building? Journal of Marketing Communications 21 (3): 199–209.

    Article  Google Scholar 

  • Charity Commision. 2020. Greenpeace Environmental Trust, https://register-of-charities.charitycommission.gov.uk/charity-search/-/charity-details/284934. Accessed 10 Jan 2022.

  • Connelly, B.L., S.T. Certo, R.D. Ireland, and C.R. Reutzel. 2011. Signaling theory: A review and assessment. Journal of Management 37 (1): 39–67.

    Article  Google Scholar 

  • Corning, A.F., and D.J. Myers. 2002. Individual orientation toward engagement in social action. Political Psychology 23 (4): 703–729.

    Article  Google Scholar 

  • da Silva, L.C., E.W. Mainardes, A.M.C. Teixeira, and L.C. Júnior. 2020. Brand orientation of non-profit organizations and its relationship with the attitude toward charity and donation intention. International Review on Public and Non-Profit Marketing 17 (3): 353–373.

    Article  Google Scholar 

  • Dawson, S. 1988. Four motivations for charitable giving: Implications for marketing strategy to attract monetary donations for medical research. Journal of Health Care Marketing 8 (2): 31–37.

    CAS  PubMed  Google Scholar 

  • De Chernatony, L. 2002. Would a brand smell any sweeter by a corporate name? Corporate Reputation Review 5 (2): 114–132.

    Article  Google Scholar 

  • Delmas, M.A., and V.C. Burbano. 2011. The drivers of greenwashing. California Management Review 54 (1): 64–87.

    Article  Google Scholar 

  • du Bois, M., and R. Langley-Cook. 2022. Building powerful charity brands: An inside perspective. In Charity Marketing: Contemporary issues, research and practice, ed. F. Hyde and S. Mitchell, 14–26. Oxon: Routledge.

    Google Scholar 

  • Dufour, D. 2019. Battle of the brands: charity or movement? https://theteam.co.uk/blog/battle-of-the-brands-charity-or-movement/. Accessed 3 Sept 2022.

  • Edelman. 2022. https://www.edelman.com/sites/g/files/aatuss191/files/2022-01/Trust22_Top10.pdf. Accessed 10 Jan 2022.

  • Erdem, T., and J. Swait. 1998. Brand equity as a signaling phenomenon. Journal of Consumer Psychology 7 (2): 131–157.

    Article  Google Scholar 

  • Erdem, T., and J. Swait. 2004. Brand credibility, brand consideration, and choice. Journal of Consumer Research 31 (1): 191–198.

    Article  Google Scholar 

  • Ertimur, B., and G. Coskuner-Balli. 2015. Navigating the institutional logics of markets: Implications for strategic brand management. Journal of Marketing 79 (2): 40–61.

    Article  Google Scholar 

  • Farndon-Taylor, C. 2021. Rebranding Shelter: A UX Designer’s Perspective, available at: https://blog.shelter.org.uk/2021/06/rebranding-shelter-a-ux-designers-perspective/. Accessed 22 Nov 2021.

  • Fornell, C., and D.F. Larcker. 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18 (1): 39–50.

    Article  Google Scholar 

  • Graham, J., B.A. Nosek, J. Haidt, R. Iyer, S. Koleva, and P.H. Ditto. 2011. Mapping the moral domain. Journal of Personality and Social Psychology 101 (2): 366.

    Article  PubMed  PubMed Central  Google Scholar 

  • Grubbs, J.B., B. Warmke, J. Tosi, A.S. James, and W.K. Campbell. 2019. Moral grandstanding in public discourse: Status-seeking motives as a potential explanatory mechanism in predicting conflict. PLoS ONE 14 (10): e0223749. https://doi.org/10.1371/journal.pone.0223749.

    Article  CAS  PubMed  PubMed Central  Google Scholar 

  • Haidt, J. 2012. The righteous mind: Why good people are divided by politics and religion. New York: Pantheon.

    Google Scholar 

  • Haidt, J., and C. Joseph. 2004. Intuitive ethics: How innately prepared intuitions generate culturally variable virtues. Daedalus 133 (4): 55–66.

    Article  Google Scholar 

  • Hair, J.F., L.M. Matthews, R.L. Matthews, and M. Sarstedt. 2017. PLS-SEM or CB-SEM: Updated guidelines on which method use. International Journal of Multivariate Data Analysis 1 (2): 107–123.

    Article  Google Scholar 

  • Harris, F., and L. De Chernatony. 2001. Corporate branding and corporate brand performance. European Journal of Marketing 35 (3/4): 441–456.

    Article  Google Scholar 

  • Haski-Leventhal, D., and C. Foot. 2016. The relationship between disclosure and household donations to nonprofit organizations in Australia. Nonprofit and Voluntary Sector Quarterly 45 (5): 992–1012.

    Article  Google Scholar 

  • Hirsch, A. 2018. Oxfam abuse scandal is built on the aid industry’s white saviour mentality, available at: https://www.theguardian.com/commentisfree/2018/feb/20/oxfam-abuse-scandal-haiti-colonialism. Accessed 22 Nov 2021.

  • Hoeffler, S., and K.L. Keller. 2002. Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing 21 (1): 78–89.

    Article  Google Scholar 

  • Hydock, C., N. Paharia, and S. Blair. 2020. Should your brand pick a side? How market share determines the impact of corporate political advocacy. Journal of Marketing Research 57 (6): 1135–1151.

    Article  Google Scholar 

  • Iglesias, O., and N. Ind. 2020. Towards a theory of conscientious corporate brand co-creation: The next key challenge in brand management. Journal of Brand Management 27 (6): 710–720.

    Article  PubMed Central  Google Scholar 

  • Jain, K., I. Jajodia, P. Sharma, and G. Singh. 2021. Brand bravery: Conceptualization, scale development and validation. Journal of Product and Brand Management 30 (8): 1212–1218.

    Article  Google Scholar 

  • Jayawickreme, E., and P. Di Stefano. 2012. How can we study heroism? Integrating persons, situations and communities. Political Psychology 33 (1): 165–178.

    Article  Google Scholar 

  • Jones, M.S., L.A. House, and Z. Gao. 2015. Respondent screening and revealed preference axioms: Testing quarantining methods for enhanced data quality in web panel surveys. Public Opinion Quarterly 79 (3): 687–709.

    Article  Google Scholar 

  • Kapferer, J.N. 2012. The new strategic brand management: Advanced insights and strategic thinking. London: Kogan Page publishers.

    Google Scholar 

  • Kapitan, S., J.A. Kemper, J. Vredenburg, and A. Spry. 2022. Strategic B2B Brand Activism: Building Conscientious Purpose for Social Impact. Industrial Marketing Management 107: 14–28.

    Article  Google Scholar 

  • Keller, K.L. 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing 57 (1): 1–22.

    Article  MathSciNet  Google Scholar 

  • Keller, K.L., and V. Swaminathan. 2020. Strategic brand management: Building, measuring, and managing brand equity. Pearson: Harlow.

    Google Scholar 

  • Khan, H., and D. Ede. 2009. How do not-for-profit SMEs attempt to develop a strong brand in an increasingly saturated market? Journal of Small Business and Enterprise Development 16 (2): 335–354.

    Article  Google Scholar 

  • Kim, T., and J.G. Ball. 2021. Unintended consequences of warmth appeals: An extension of the compensation effect between warmth and competence to advertising. Journal of Advertising 50 (5): 622–638.

    Article  Google Scholar 

  • Klar, M., and T. Kasser. 2009. Some benefits of being an activist: Measuring activism and its role in psychological well-being. Political Psychology 30 (5): 755–777.

    Article  Google Scholar 

  • Korschun, D., K.D. Martin, and G. Vadakkepatt. 2020. Marketing’s role in understanding political activity. Journal of Public Policy & Marketing 39 (4): 378–387.

    Article  Google Scholar 

  • Korschun, D., Rafieian, H., Aggarwal, A. and Swain, S.D. 2019. Taking a stand: Consumer responses when companies get (or don’t get) political. Available at SSRN 2806476.

  • Ladhari, R., S. Cheikhrouhou, M. Morales, and E. Zaaboub. 2022. Antecedents and consequences of emotional attachment to sport teams brands. Journal of Brand Management 29: 454–469.

    Article  Google Scholar 

  • Lafferty, B.A., and R.E. Goldsmith. 2005. Cause–brand alliances: Does the cause help the brand or does the brand help the cause? Journal of Business Research 58 (4): 423–429.

    Article  Google Scholar 

  • Lee, Z. 2013. Rebranding in brand-oriented organisations: Exploring tensions in the non-profit sector. Journal of Marketing Management 29 (9–10): 1124–1142.

    Article  Google Scholar 

  • Lee, Z., and H. Bourne. 2017. Managing dual identities in non-profit rebranding: An exploratory study. Non-Profit and Voluntary Sector Quarterly 46 (4): 794–816.

    Article  Google Scholar 

  • Lee, Z., and I. Davies. 2021. Nonprofit brand and managing nonprofit rebranding strategy. In Charity Marketing: Contemporary Issues, Research and Practice, ed. H. Fran and S. Mitchell, 46–58. London: Routledge.

    Chapter  Google Scholar 

  • LeRoux, K. 2007. Non-profits as civic intermediaries: The role of community-based organizations in promoting political participation. Urban Affairs Review 42 (3): 410–422.

    Article  Google Scholar 

  • Madhavaram, S., V. Badrinarayanan, and R.E. McDonald. 2005. Integrated marketing communication (IMC) and brand identity as critical components of brand equity strategy: A conceptual framework and research propositions. Journal of Advertising 34 (4): 69–80.

    Article  Google Scholar 

  • Maier, F., M. Meyer, and M. Steinbereithner. 2016. Nonprofit organizations becoming business-like: A systematic review. Nonprofit and Voluntary Sector Quarterly 45 (1): 64–86.

    Article  Google Scholar 

  • Matten, D., and J. Moon. 2008. “Implicit” and “explicit” CSR: A conceptual framework for a comparative understanding of corporate social responsibility. Academy of Management Review 33 (2): 404–424.

    Article  Google Scholar 

  • Michaelidou, N., M. Micevski, and J.W. Cadogan. 2015a. An evaluation of non-profit brand image: Towards a better conceptualization and measurement. Journal of Business Research 68 (8): 1657–1666.

    Article  Google Scholar 

  • Michaelidou, N., M. Micevski, and N.T. Siamagka. 2015b. Consumers’ intention to donate to two children’s charity brands: A comparison of Barnardo’s and BBC Children in Need. Journal of Product and Brand Management 24 (2): 134–146.

    Article  Google Scholar 

  • Michel, G., and S. Rieunier. 2012. Non-profit brand image and typicality influences on charitable giving. Journal of Business Research 65 (5): 701–707.

    Article  Google Scholar 

  • Mirzaei, A., C.M. Webster, and H. Siuki. 2021. Exploring brand purpose dimensions for non-profit organizations. Journal of Brand Management 28 (2): 186–198.

    Article  Google Scholar 

  • Mirzaei, A., D.C. Wilkie, and H. Siuki. 2022. Woke brand activism authenticity or the lack of it. Journal of Business Research 139 (February): 1–12.

    Article  Google Scholar 

  • Moorman, C. 2020. Commentary: Brand activism in a political world. Journal of Public Policy & Marketing 39 (4): 388–392.

    Article  Google Scholar 

  • Mukherjee, S., and N. Althuizen. 2020. Brand activism: Does courting controversy help or hurt a brand? International Journal of Research in Marketing 37 (4): 772–788.

    Article  Google Scholar 

  • Napoli, J. 2006. The impact of non-profit brand orientation on organisational performance. Journal of Marketing Management 22 (7–8): 673–694.

    Article  Google Scholar 

  • Palan, S., and C. Schitter. 2018. Prolific.ac: A subject pool for online experiments. Journal of Behavioral and Experimental Finance 17: 22–27.

    Article  Google Scholar 

  • Pearson, C., and M. Mark. 2001. The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes. New York, NY: McGraw-Hill.

    Google Scholar 

  • Podsakoff, P.M., S.B. MacKenzie, and N.P. Podsakoff. 2012. Sources of method bias in social science research and recommendations on how to control it. Annual Review of Psychology 63: 539–569.

    Article  PubMed  Google Scholar 

  • Preacher, K.J., and A.F. Hayes. 2008. Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods 40 (3): 879–891.

    Article  PubMed  Google Scholar 

  • Randle, M., F. Leisch, and S. Dolnicar. 2013. Competition or collaboration? The effect of non-profit brand image on volunteer recruitment strategy. Journal of Brand Management 20 (8): 689–704.

    Article  Google Scholar 

  • Reed, A., K. Aquino, and E. Levy. 2007. Moral identity and judgments of charitable behaviors. Journal of Marketing 71 (1): 178–193.

    Article  Google Scholar 

  • Robson, A., and D.J. Hart. 2020. Feed the world or help the heroes? Exploring how political attitudes influence charitable choice. Journal of Marketing Management 36 (17–18): 1680–1706.

    Article  Google Scholar 

  • Sargeant, A., J.B. Ford, and J. Hudson. 2008. Charity brand personality: The relationship with giving behavior. Nonprofit and Voluntary Sector Quarterly 37 (3): 468–491.

    Article  Google Scholar 

  • Sarkar, C., and P. Kotler. 2018. Brand activism: From purpose to action. Idea Bite Press.

    Google Scholar 

  • Schmid, H., M. Bar, and R. Nirel. 2008. Advocacy activities in nonprofit human service organizations: Implications for policy. Nonprofit and Voluntary Sector Quarterly 37 (4): 581–602.

    Article  Google Scholar 

  • Schmidt, H.J., N. Ind, F. Guzmán, and E. Kennedy. 2022. Sociopolitical activist brands. Journal of Product and Brand Management 31 (1): 40–55.

    Article  Google Scholar 

  • Sepulcri, L.M.C.B., E.W. Mainardes, and C.C. Belchior. 2020. Nonprofit branding: A bibliometric analysis. Journal of Product and Brand Management 29 (5): 655–673.

    Article  Google Scholar 

  • She, C. 2022. January. Social media dissemination of counter accounts and stakeholder support–evidence from greenpeace’s “Save the Arctic” campaign on Facebook. In Accounting Forum (pp. 1–26). Routledge.

  • Shklar, J.N. 1984. Ordinary vices. Harvard University Press.

    Google Scholar 

  • Sibai, O., Mimoun, L. and Boukis, A. 2021. Authenticating brand activism: Negotiating the boundaries of free speech to make a change. Psychology and Marketing (forthcoming).

  • Smith, N. 2016. Brand archetypes – meet the hero. Nvision Designs, available at: www.nvision-that.com/design-from-allangles/brand-archetype-the-hero.

  • Smith, S., and A. Milligan. 2011. Bold: How to be brave in business and win. London: Kogan Page Publishers.

    Google Scholar 

  • Sobande, F. 2020. Woke-washing: “intersectional” femvertising and branding “woke” bravery. European Journal of Marketing 54 (11): 2723–2745.

    Article  Google Scholar 

  • Spence, M. 1973. Job market signaling. Quarterly Journal of Economics 87 (3): 355–374.

    Article  Google Scholar 

  • Spry, A., B. Figueiredo, L. Gurrieri, J.A. Kemper, and J. Vredenburg. 2021. Transformative branding: A dynamic capability to challenge the dominant social paradigm. Journal of Macromarketing 41 (4): 531–546.

    Article  Google Scholar 

  • Statista. 2019. The most generous countries in the world. https://www.statista.com/chart/12315/the-most-generous-countries-in-the-world/. Accessed 5 Jan 2022.

  • Statista. 2021. Charities in the UK. https://www.statista.com/topics/3781/charities-in-the-uk/#dossierKeyfigures. Accessed 14 Jan 2022.

  • Stuart, H. 2018. Corporate branding and rebranding: An institutional logics perspective. Journal of Product and Brand Management 27 (1): 96–100.

    Article  Google Scholar 

  • Suárez, D.F. 2009. Non-profit advocacy and civic engagement on the Internet. Administration and Society 41 (3): 267–289.

    Article  ADS  Google Scholar 

  • Sultan, P., and H.Y. Wong. 2019. How service quality affects university brand performance, university brand image and behavioural intention: The mediating effects of satisfaction and trust and moderating roles of gender and study mode. Journal of Brand Management 26 (3): 332–347.

    Article  Google Scholar 

  • Tosi, J., and B. Warmke. 2016. Moral grandstanding. Philosophy and Public Affairs 44 (3): 197–217.

    Article  Google Scholar 

  • Van Heerde, H.J., C. Moorman, C.P. Moreau, and R.W. Palmatier. 2021. Reality check: Infusing ecological value into academic marketing research. Journal of Marketing 85 (2): 1–13.

    Article  Google Scholar 

  • Venable, B.T., G.M. Rose, V.D. Bush, and F.W. Gilbert. 2005. The role of brand personality in charitable giving: An assessment and validation. Journal of the Academy of Marketing Science 33 (3): 295–312.

    Article  Google Scholar 

  • Villo, S., M. Halme, and T. Ritvala. 2020. Theorizing MNE-NGO conflicts in state-capitalist contexts: Insights from the Greenpeace, Gazprom and the Russian state dispute in the Arctic. Journal of World Business 55 (3): 101068.

    Article  Google Scholar 

  • Vredenburg, J., S. Kapitan, A. Spry, and J.A. Kemper. 2020. Brands taking a stand: Authentic brand activism or woke washing? Journal of Public Policy and Marketing 39 (4): 444–460.

    Article  Google Scholar 

  • Wagner, T., R.J. Lutz, and B.A. Weitz. 2009. Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions. Journal of Marketing 73 (6): 77–91.

    Article  Google Scholar 

  • Washburn, J.H., and R.E. Plank. 2002. Measuring brand equity: An evaluation of a consumer-based brand equity scale. Journal of Marketing Theory and Practice 10 (1): 46–62.

    Article  Google Scholar 

  • West, P. 2004. Conspicuous compassion: Why sometimes it really is cruel to be kind. The Institute for the Study of Civil Society (Civitas). London: UK.

  • Wettstein, F., and D. Baur. 2016. Why should we care about marriage equality? Political advocacy as a part of corporate responsibility. Journal of Business Ethics 138 (2): 199–213.

    Article  Google Scholar 

  • Winterich, K.P., Y. Zhang, and V. Mittal. 2012. How political identity and charity positioning increase donations: Insights from moral foundations theory. International Journal of Research in Marketing 29 (4): 346–354.

    Article  Google Scholar 

  • Wong, H. 2021. Shelter reveals activism-inspired rebrand from Superunion, available at: https://www.designweek.co.uk/issues/24-30-may-2021/shelter-reveals-activism-inspired-rebrand-from-superunion/. Accessed 22 Nov 2021.

  • Wunderink, S.R. 2002. Individual financial donations to charities in The Netherlands: Why, how and how much? Journal of Non-Profit and Public Sector Marketing 10 (2): 21–39.

    Article  Google Scholar 

  • Wymer, W., and M.M. Akbar. 2017. Brand authenticity, its conceptualization, and its relevance to non-profit marketing. International Review on Public and Non-Profit Marketing 14 (3): 359–374.

    Article  Google Scholar 

  • Wymer, W., H.P. Gross, and B. Helmig. 2016. Nonprofit brand strength: What is it? How is it measured? What are its outcomes? Voluntas International Journal of Voluntary and Nonprofit Organizations 27 (3): 1448–1471.

    Article  Google Scholar 

  • YouGov. 2020. Charity index ranking 2020. https://yougov.co.uk/topics/resources/articles-reports/2020/10/20/yougov-charityindex-rankings-2020. Accessed 5 Jan 2022.

  • YouGov. 2022. The most popular charities and organisations. https://yougov.co.uk/ratings/politics/popularity/charities-organisations/all. Accessed 1 Oct 2022.

Download references

Author information

Authors and Affiliations

  1. Cardiff Business School, Cardiff University, Colum Drive, Cardiff, CF10 3EU, Wales, UK

    Zoe Lee

  2. School of Economics, Finance, and Marketing, RMIT University, 445 Swanston Street, Melbourne, VIC, 3000, Australia

    Amanda Spry

  3. Faculty of Business and Law, University of Portsmouth, Richmond Building, Portsmouth, PO1 3DE, UK

    Yuksel Ekinci

  4. Marketing, Auckland University of Technology, Auckland, New Zealand

    Jessica Vredenburg

Authors
  1. Zoe Lee
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Amanda Spry
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Yuksel Ekinci
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Jessica Vredenburg
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Zoe Lee.

Ethics declarations

Conflict of interest

The authors declare that they have no conflict of interest.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Appendix A

Appendix A

Information about Greenpeace and activism.

figure a

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Lee, Z., Spry, A., Ekinci, Y. et al. From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity. J Brand Manag 31, 193–211 (2024). https://doi.org/10.1057/s41262-023-00319-8

Download citation

  • Revised:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/s41262-023-00319-8

Keywords

Search

Navigation