【论文信息】

Jiang, X., Chen, H., Qin, X., & Lei, X. Time tells all: The impact of long-term brand activism on brand loyalty and hypocrisy perceptions[J]. Journal of Retailing and Consumer Services(SCI JCR Q1，中科院SCI一区期刊). 2026, 89: 104659.https://doi.org/10.1016/j.jretconser.2025.104659

【作者信息】

第一作者：江霞，博士、副教授、硕士生导师，研究方向：品牌管理、消费者心理、社交媒体用户行为等。

第二作者：陈含章，江霞教授指导的2024级企业管理研究生。

【基金支持】

The National Natural Science Foundation of China (No. 72302027); the Guangdong Philosophy and Social Science Foundation (No.GD24YGL33); the Ministry of Education Humanities and Social Science Project (No. 23YJC630142)

【论文摘要】

As consumers increasingly expect brands to take public stances on sociopolitical issues, brand activism has emerged as a key marketing strategy. However, it is a double-edged sword: while it can improve consumer attitudes, it may also provoke skepticism when brand motives are perceived as inauthentic. This study investigates how the duration of brand activism (long-term vs. short-term) influences brand loyalty. Across four experimental studies conducted in two distinct markets, China and the United States, we find that long-term activism significantly enhances brand loyalty compared to short-term efforts. This effect is mediated by a reduction in perceived brand hypocrite; consumers view sustained commitment as less hypocritical, which in turn fosters loyalty. This core relationship proves robust across different cultural contexts and levels of issue controversy. Finally, this research identifies brand reputation as a key boundary condition: the positive effect of sustained activism on loyalty is significantly more pronounced for low-reputation brands. This study offers meaningful contributions to theory and practice, providing valuable guidance for retailers and brand managers seeking to develop authentic, long-term strategies to build lasting consumer loyalty.