Opportunistic or relevant brand? How context independence and past coherence shape the effectiveness of brand activism and its positive effect
Bibliographic record
Abstract
Today, more and more brands aspire to transcend their primary function and have a positive impact on society. Brand activism — the appropriation by a brand of sociopolitical issues — is proving to be a relevant avenue for a brand to positively influence mentalities, but this strategy is not without risk. Inconsistency in the effects of activism is noted in the literature, and certain factors seem to moderate reactions. This paper is rooted in current events and proposes two factors frequently observed in activism strategies but not empirically tested until now. More specifically, it evaluates, via an online experiment, the influence of context-related (contextual independence/dependence) and brand-related (past consistency/inconsistency) factors on consumer responses, namely, attitude towards the brand, perceived opportunism and perceived social relevance. The results suggest that consumers’ judgements differ according to brand, context and past initiatives and suggest the moderating effect of personal awareness of the issue.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.009 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.000 | 0.001 |
| Scholarly communication | 0.002 | 0.001 |
| Open science | 0.000 | 0.001 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.007 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".