Abstract

This study adopts the consumer-centric perspective, through the lens of the consumer involvement theory and stakeholder theory, to examine the role of consumer involvement in shaping individuals’ attitudinal and behavioural responses toward Nike’s 30th Anniversary ad campaign featuring Colin Kaepernick. Specifically, a survey (N = 345) was conducted to examine how consumers’ cognitive and affective involvement regarding the issue of NFL national anthem protests, their brand attachment, and brand attitude guide their attitudes and word-of-mouth intentions in response to Nike’s corporate social advocacy practices. The findings of this study suggested that consumers’ support for a company’s CSA efforts could depend on their involvement in the social issue that a brand chose as well as their involvement in the brand. Moreover, the interaction of issue involvement and brand attachment factors can serve as a segmentation strategy to cement brand loyalty and strengthen the relationship with the existing stakeholders whose issue attitude was congruent with the corporation’s stances. Implications for theory and practice are discussed.

摘要

本研究采用以消费者为中心的视角，通过消费者参与理论和利益相关者理论，检验消费者参与在塑造个人对科林·卡佩尼克 (Colin Kaepernick) 30 周年广告活动的态度和行为反应中的作用。具体来说，一项调查（N = 345) 旨在研究消费者对 NFL 国歌抗议问题的认知和情感参与、他们的品牌依恋和品牌态度如何引导他们响应耐克的企业社会宣传实践的态度和口碑意图。这项研究的结果表明，消费者对公司 CSA 努力的支持可能取决于他们对品牌选择的社会问题的参与以及他们对品牌的参与。此外，问题参与和品牌依恋因素的相互作用可以作为一种细分策略来巩固品牌忠诚度，并加强与问题态度与公司立场一致的现有利益相关者的关系。讨论了对理论和实践的影响。