Should your brand take a stand? Comparing the impact of brand activism and CSR on brand equity

In a changing world, consumers’ expectations of business corporations are growing. Thus, numerous firms are taking a stand on societal challenges, a phenomenon known as brand activism. In contrast to corporate social responsibility (CSR), brand activism tends to polarise. For this reason, companies that engage in brand activism risk damage to their brand equity due to potentially negative consumer responses. Against this background, the aim of this study is to compare the impact of brand activism and CSR on brand equity. For this purpose, we conducted an online experiment (n = 215) and noted a positive impact of brand activism on brand equity. The impact, however, was not greater than that achieved through CSR. Moderation analyses revealed gender effects on behavioural intentions. We derive the theoretical and managerial implications from these conclusions. This paper seeks to explore how BA, in comparison with CSR, affects brand equity