The Impact of Brand Activism on Brand Trust and Loyalty

This study investigates the impact of brand activism on consumer trust, commitment, and loyalty in an era where consumers increasingly expect brands to take ethical and social stances. Adopting a quantitative research approach and analyzing the data using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study examines how authentic engagement in activism influences key relationship outcomes. The findings indicate that brand activism has a significant positive effect on consumer trust and commitment, both of which serve as mediating mechanisms driving loyalty. Trust emerged as the strongest predictor, highlighting that transparency, consistency, and perceived authenticity are crucial to maintaining positive consumer-brand relationships. When activism aligns with a brand’s core values and actions, consumers are more likely to develop trust and long-term loyalty. Overall, the study highlights the strategic importance of authentic brand activism as a pathway for fostering trust-based loyalty in contemporary consumer markets.