Exploring Brand Activism Strategies: The Role of Narrative Transportation, Consumer-Brand Identification, and Brand Reputation
Journalism & Mass Communication Quarterly
Published online on April 04, 2026
Abstract
Journalism & Mass Communication Quarterly, Ahead of Print.
This experimental study examined how design elements and narrative transportation factors may influence consumer evaluation of brand activism messaging addressing two social justice issues. A lab-based experiment (N= 332) and an online experiment (N= ...
This experimental study examined how design elements and narrative transportation factors may influence consumer evaluation of brand activism messaging addressing two social justice issues. A lab-based experiment (N= 332) and an online experiment (N= ...