As brand activism becomes a more visible strategy for firms, especially in sectors where trust is central, such as banking, consumers are becoming increasingly sensitive to the intentions behind such efforts. While prior research has largely examined activism through a firm-centric lens, the way consumers interpret a brand’s activist stance remains underexplored. This study addresses that gap by qualitatively exploring the factors shaping consumer perceptions of bank-led activism in the Indian context. Using focus group discussions analyzed through the Gioia methodology, we identify five consumer-perceived antecedents: pragmatic legitimacy, pursuit of social capital, and symbolic compliance (commonly linked with reactive activism); and conscientious intent and brand courage (associated with proactive activism). Our findings deepen attribution theory by revealing how consumers distinguish between reactive vs. proactive brand activism. The study offers a consumer-perceived framework for interpreting brand activism and provides practical guidance for companies seeking to engage in socio-political discourse within high-stakes, credibility-driven industries
Download
Download XML