دانلود مقاله درک برند عمل گرا
ترجمه نشده

دانلود مقاله درک برند عمل گرا

عنوان فارسی مقاله: درک برند عمل گرا: مفهوم سازی، توسعه مقیاس و اعتبار
عنوان انگلیسی مقاله: Activist brand perception: Conceptualization, scale development and validation
مجله/کنفرانس: مجله تحقیقات کسب و کار - Journal of Business Research
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی - مدیریت بازرگانی - مدیریت کسب و کار
کلمات کلیدی فارسی: عمل گرایی برند، درک برند عمل گرا، توسعه مقیاس، ادراکات مصرف کننده
کلمات کلیدی انگلیسی: Brand activism, Activist brand perception, Scale development, Consumer perceptions
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus - Master Journals List - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.jbusres.2024.114732
لینک سایت مرجع: https://www.sciencedirect.com/science/article/pii/S0148296324002364
نویسندگان: Selma Saracevic - Bodo B. Schlegelmilch
دانشگاه: WU Vienna University, Austria
صفحات مقاله انگلیسی: 16
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2024
ایمپکت فاکتور: 13.517 در سال 2022
شاخص H_index: 265 در سال 2024
شاخص SJR: 3.128 در سال 2022
شناسه ISSN: 0148-2963
شاخص Quartile (چارک): Q1 در سال 2022
فرمت مقاله انگلیسی: PDF
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
آیا این مقاله مدل مفهومی دارد: دارد
آیا این مقاله پرسشنامه دارد: دارد
آیا این مقاله متغیر دارد: دارد
آیا این مقاله فرضیه دارد: ندارد
کد محصول: e17757
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست مطالب (ترجمه)

1. معرفی
2. پیشینه نظری و مفهوم سازی کنشگری برند
3. روش توسعه مقیاس
4. شرح مقیاس
5. بحث
6. مشارکت های نظری
در دسترس بودن داده ها

فهرست مطالب (انگلیسی)

1. Introduction
2. Theoretical background and conceptualization of brand activism
3. Scale development methodology
4. Scale description
5. Discussion
6. Theoretical contributions
Data availability

بخشی از مقاله (ترجمه ماشینی)


برند عمل گرا (BA) به دلیل افزایش انتظارات مصرف کنندگان از برندها برای پرداختن به مسائل اجتماعی و سیاسی توجه قابل توجهی را به خود جلب کرده است. با این حال، تحقیقات تجربی در مورد درک مصرف‌کنندگان از برندهای فعال (یعنی برندهایی که درگیر فعالیت برند هستند) محدود است، عمدتاً به دلیل عدم وجود ابزار اندازه‌گیری معتبر. برای پر کردن این شکاف، نویسندگان مقیاس دوبعدی ادراک برند فعال مصرف کننده (ABP) را با هشت ماده معرفی کردند. با استفاده از تجزیه و تحلیل ادبیات گسترده، تظاهرات مرتبط BA به عنوان پایه و اساس مقیاس شناسایی می شوند. از طریق یک فرآیند توسعه مقیاس دقیق شامل ارزیابی کمی و کیفی، مقیاس (ABP) به عنوان ابزاری قابل اعتماد برای به تصویر کشیدن ادراکات مصرف‌کننده از برندهای فعال ظاهر می‌شود و محققان را قادر می‌سازد تا درک کنند که مصرف‌کنندگان چگونه به برندهای فعال نگاه می‌کنند.

بخشی از مقاله (انگلیسی)


Brand activism (BA) has attracted substantial attention due to consumers’ rising expectations for brands to address social and political issues. However, empirical research on consumers’ understanding of activist brands (i.e., brands that engage in brand activism) remains limited, mainly due to the absence of a valid measurement tool. To fill this gap, the authors introduce a two-dimensional consumer Activist Brand Perception (ABP) scale with eight items. Drawing from extensive literature analysis, relevant manifestations of BA are identified as the foundation for the scale. Through a rigorous scale development process involving qualitative and quantitative assessment, the (ABP) scale emerges as a reliable instrument to capture consumer perceptions of activist brands, enabling researchers to comprehend how consumers view activist brands.



Consumer demand for companies to take a stand and publicly express their views on a variety of controversial social, environmental, economic, or political topics is growing (Edelman, , 2021, Manfredi-Sánchez, 2019). Given such expectations, an increasing number of brands have recently begun expressing their opinions on a range of diverse issues, spanning from racial discrimination to COVID lockdowns and environmental problems (Bhagwat et al., 2020, Korschun et al., 2020, Shortall, 2019). Prominent brands, including Hobby Lobby and Ben & Jerry’s, are known for their Brand Activism (BA) and increasingly align with pivotal social movements such as LGBTQ + rights and Black Lives Matter (Eyada, 2020). Nike is actively engaging in activism around social issues, such as racial injustice and police brutality (Eyada, 2020), while Patagonia is well-known for its environmental activism (Peters and Silverman, 2016). However, despite the growing popularity, engaging in BA is no guarantee for business success, as some consumers are skeptical (Edelman, 2019; The Conversation, 2018) and view BA as a marketing ploy (Bhagwat et al., 2020, Manfredi-Sánchez, 2019; The Conversation, 2018). While BA strategies can showcase a brand’s stand on divisive issues, they also risk polarizing consumers given the controversial nature of these movements (Sarkar & Kotler, 2021).


Despite being a relatively novel and underexplored phenomenon (Bhagwat et al., 2020; The Conversation, 2018), BA is now gaining increasing research attention (e.g. Mukherjee and Althuizen, 2020, Parcha and Westerman, 2020, Hydock et al., 2020). However, while prior studies on BA provide valuable foundations on which to build, unresolved issues remain. First, there are some inconsistencies in how the existing body of literature defines BA and its domain (e.g., Appels et al. 2022; Dodd and Supa, 2015, Eilert and Nappier Cherup, 2020; Olkkonen and Morsing, 2022). Second, previous studies often rely on brand-related constructs, such as brand image and brand perception, to capture different aspects of BA (e.g., Bhagwat et al., 2020, Klostermann et al., 2022). While these studies have advanced knowledge on BA, they do not provide a broad, non-context-specific operationalization of the construct and, consequently, only offer a fragmented picture regarding manifestations of BA. Third, the perception of BA differs substantially across consumer segments (Mukherjee and Althuizen, 2020), and the importance consumers attach to specific controversial issues differs by country (Schlegelmilch and Saracevic, 2022). In turn, this impacts on the motivation and frequency with which brands engage in BA.



BA has emerged as an increasingly popular phenomenon in recent years (Bhagwat et al., 2020, Korschun et al., 2020, Shortall, 2019), and it has attracted a promising stream of research (e.g., Bhagwat et al., 2020, Hydock et al., 2020, Mukherjee and Althuizen, 2020, Parcha and Westerman, 2020). Our contribution to the literature on BA is threefold. First, we develop a context-free measurement instrument to capture consumer perceptions of activist brands. Second, we provide psychometric evidence on the dimensionality, reliability, and validity of the ABP scale and suggest that the construct consists of two distinct dimensions that can be employed in substantive research on consumer perceptions of activist brands. While the authenticity dimension addresses consumers’ perceptions of genuineness, reliability, and authenticity of brand activist engagement, the public commitment dimension pertains to the publicity of a brands’ commitment to its stance on and engagement around a controversial issue. Building on the extant literature on BA and fresh qualitative data, we identify a number of distinct key manifestations of BA and show that the brand-related constructs used to measure BA in previous studies only partially capture the construct. Finally, we confirm previous studies (e.g., Hambrick and Wowak, 2021, Jones et al., 2014) on the positive effect of BA on brand attitude, brand reputation, and brand trust and propose a nomological network that relates the ABP construct with other brand-related constructs.

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