A qualitative study of how the Danish millennials perceive brand activism and how it influences their brand attitude and purchase intention
Author
Kristensen, Line Kant
Term
4. Semester
Publication year
2022
Pages
55
Abstract
Dette kandidatspeciale undersøger, hvordan danske millennials opfatter brandaktivisme, og hvordan emneidentifikation, graden af kontrovers og opfattet autenticitet påvirker deres holdning til et brand og deres købsintention. Med udgangspunkt i en retroduktiv tilgang blev der udviklet tre hypoteser fra eksisterende litteratur og gennemført 14 kvalitative interviews for at udforske dem. Resultaterne viser, at danske millennials generelt ser positivt på brandaktivisme og mener, at virksomheder bør deltage i den offentlige debat om samfundsproblemer, men at nogle også er skeptiske over for kommercielle motiver. Alle tre kontekstuelle variabler havde betydning for brandholdning og købsintention. Hypotesen om asymmetrisk effekt af emneidentifikation blev delvist bekræftet, idet asymmetrien primært sås ved meget kontroversielle emner. Hypotesen om kontroversens niveau blev ligeledes delvist bekræftet: meget kontroversielle emner udløste stærkere negative, men ikke stærkere positive reaktioner. Hypotesen om autenticitet blev bekræftet; opfattet autenticitet forbedrer holdning og købsintention, mens opfattet uautenticitet skader dem. Studiet bidrager med dybere indsigt i, hvornår brandaktivisme kan skabe værdi, og tilbyder praktiske anbefalinger til virksomheders arbejde med emnevalg, risikoniveau og autenticitet.
This master’s thesis explores how Danish millennials perceive brand activism and how topic identification, the level of topic controversy, and perceived authenticity shape their brand attitude and purchase intention. Using a retroductive approach, three hypotheses were derived from prior literature and examined through 14 qualitative interviews. Findings indicate that Danish millennials generally view brand activism positively and believe companies should engage in public debates on societal issues, while some remain skeptical of perceived commercial motives. All three contextual variables influenced brand attitude and purchase intention. The asymmetry hypothesis for topic identification was partially supported, with asymmetry evident primarily for highly controversial topics. The controversy-level hypothesis was also partially supported: highly controversial topics triggered stronger negative but not stronger positive reactions. The authenticity hypothesis was supported; perceived authenticity improved attitudes and purchase intentions, whereas perceived inauthenticity harmed them. The study offers deeper insight into when brand activism can create value and provides practical guidance on topic choice, risk management, and authenticity.
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