Constituency building: Determining consumers’ willingness to participate in corporate political activities |
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| Institution: | 1. Pepperdine University, Graziadio Business School, 24255 Pacific Coast Highway, Malibu, CA 90263, United States;2. Chase Minority Entrepreneurship Distinguished Professor, Loyola University New Orleans, 6363 St. Charles Ave, New Orleans, LA 70118, United States;3. James J. Pierson Endowed Chair in Marketing, Richard A. Chaifetz School of Business, Saint Louis University, 3674 Lindell Blvd, St. Louis, MO 63108, United States;1. NEOMA Business School, 59 Rue Pierre Taittinger, Reims, France;2. SKIM, Friedrichstraße 76, 10117 Berlin, Germany;3. Korea University Business School, Korea University, Seoul 02841, Republic of Korea;4. Ohio State University, 2100 Neil Avenue, 43210 Columbus, OH, United States;1. Signal Companies’ Professor of Management, Professor of Marketing, 100 Tuck Hall, Tuck School of Business at Dartmouth, Dartmouth College, Hanover, NH 03755, United States;2. Dwight F. Benton Professor of Marketing, R6354 Ross School of Business, University of Michigan, 701 Tappan Street, Ann Arbor, MI 48109, United States;3. David B. Hermelin Professor of Business Administration, Professor of Finance, R5434 Ross School of Business, University of Michigan, 701 Tappan Street, Ann Arbor, MI 48109, United States;4. Professor of Marketing, College of Business, California State University, Long Beach, 1250 Bellflower Boulevard, Long Beach, CA 90840, United States;1. Rennes School of Business, 2 Rue Robert D''Arbrissel – CS 76522, 35065 Rennes, France;2. Grenoble Ecole de Management, 12 Rue Pierre Semard, 38000 Grenoble, France;1. Rotman School of Management at the University of Toronto, 105 St. George Street, Toronto, Ontario, Canada;2. China Europe International Business School, 699 Hongfeng Road, Pudong, Shanghai 201206, China;1. University of Amsterdam Business School, Plantage Muidergracht 12, 1018 TV Amsterdam, the Netherlands;2. Tilburg University, Warandelaan 2, 5037 AB Tilburg, the Netherlands;3. UNC-Chapel Hill, Chapel Hill, NC, USA |
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| Abstract: | 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. |
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| Keywords: | Constituency building Corporate political activity Consumer activism Nonmarket strategy Brand loyalty |
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