An Analysis of the Consumers' Response to Company Activism

Abstract

The purpose of this study is to better understand whether company activism has a relationship with brand image and sales. The research for this study was done through a survey. The survey questioned how consumers felt about companies .and corporations, what they would do if a fictitious company made certain political statements, and what they have done in the past when real companies have made political statements. The study found that sales and brand image will improve if a company makes a political statement that lines up with their target market's political affiliation. If the statement conflicts with the target market's political affiliation, brand image and sales are likely to decrease.