Recently, firms have increasingly approached their own customers for assistance with corporate political activities—a strategy known as constituency building. While constituency building efforts targeting shareholders and employees have been well-studied, relatively little is known about the impact of approaching consumers. Hence, this paper examines why consumers participate in corporate political activities on behalf of a brand, and we present three studies to explore this increasingly popular practice. First, Study 1 utilizes qualitative interviews with actual campaign participants to provide initial insights to develop our theoretical model, which we subsequently test in two experiments. Study 2 finds that brand loyalty is a key driver of consumer activism, with both direct and indirect effects through its impact on issue salience, information seeking behavior, and its interaction with the issue type. Finally, Study 3 finds that consumer activism is associated with increased brand loyalty, indicating that this may be a relationship building activity and an important dimension of the longer process of social exchange between the brand and consumer.

最近，公司越来越多地向自己的客户寻求企业政治活动的帮助——这种策略被称为选区建设。虽然针对股东和员工的选区建设工作已得到充分研究，但对接近消费者的影响知之甚少。因此，本文探讨了消费者代表品牌参与企业政治活动的原因，我们提出了三项研究来探索这种日益流行的做法。首先，研究 1 利用与实际竞选参与者的定性访谈，为开发我们的理论模型提供初步见解，我们随后在两个实验中对其进行了测试。研究 2 发现，品牌忠诚度是消费者行动主义的关键驱动力，通过其对问题显着性的影响产生直接和间接影响，信息寻求行为及其与问题类型的交互。最后，研究 3 发现消费者激进主义与品牌忠诚度的提高有关，表明这可能是一种建立关系的活动，也是品牌与消费者之间较长时间的社会交流过程的一个重要维度。