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Introduction
Companies are increasingly being asked to take a stand on social issues (Hoppner and Vadakkepatt, 2019). As a result, brands have often adopted activism strategies to position themselves with greater relevance or improve their relationship with their customers (Koch, 2020). Consumers have also become more critical and engaged with what brands represent and with the perception of coherence in the latter's positioning (Palazzo and Basu, 2007); in other words, the way companies approach diversity matters to consumers (Burgess et al., 2023). When corporate discourse is not perceived as authentic, activism can lead to “woke washing,” which is the perception that the brand is misleading its customers with illegitimate arguments or is inconsistent in its practices (Vredenburg et al., 2020).
Activism originated with the idea of transforming moral judgments for improving society (Hoppner and Vadakkepatt, 2019). Activist brands often adopt positions on issues that may result in controversy in the market and with their consumers, such as aspects related to race, ethnicity, gender, or sexual orientation (Sibai et al., 2021; Intharacks et al., 2022). The focus of this research is specifically on activism in relation to LGBTQI+ s (lesbian, gay, bisexual, transgender, queer/questioning, intersex and others), especially because this social group may have consumption experiences of services and brands that differ from those of other consumers (Chauhan et al., 2021) and are often context-dependent (Demunter and Bauwens, 2023).
Brand image and brand perception are components of a brand's reputation. From an expanded branding perspective, a brand can play a role in social change by adopting an approach that not only focuses on profit but is also driven by a purpose (Swaminathan et al., 2020). Understanding the meanings inherent in brand activism and how brands can authentically improve their relationship with the LGBTQI+ community is fundamental in current discussions about diversity and inclusion in the marketplace (Ciszek and Pounders, 2020; Ueno et al., 2023).
Although there are studies focusing on this social group (Pichler et al., 2017), they are relatively recent in the field of marketing. Some studies have analyzed LGBTQI+ inclusive advertisements and consumer reactions (Eisend and Hermann, 2019; Oakenfull and Greenlee, 2005), while others have investigated the negative reaction of heterosexual consumers to the position adopted...