Title: Effect of Brand Activism on Customer Purchase Intention for Multinational Companies Products in South-West Nigeria
Authors: Stanley Akpevwe Onobrakpeya , Ilelinachi Chimbuzor Obialor, Omodafe, U. Philomena
Volume: 9
Issue: 5
Pages: 21-31
Publication Date: 2025/05/28
Abstract:
The study examined the effect of brand activism on customer purchase intention for multinational companies' products in South-West Nigeria. The selected research design for this study was the cross-sectional survey research. The study's population was limited to customers of multinational companies in South-West Nigeria. The sample size of 384 individuals was calculated using the Cochran formula, given the population size of the study was not known. The study employed the judgmental sampling technique. The data for this study were obtained from the primary source through the use of a structured questionnaire. The study employed internal consistency reliability. The acquired data were analyzed using descriptive and inferential statistical methods in order to arrive at a conclusion. Findings indicated that value-driven communications (? = 0.139, p < 0.05) and brand authenticity (? = 0.721 p < 0.05) has a positive effect on customer purchase intention, while woke washing has a negative effect on customer purchase intention (? = -0.080, p < 0.05). The study concluded that brands that engage in activism can differentiate themselves from competitors, making their products more appealing to customers who share similar values. The study recommended amongst others that multinational companies should avoid woke-washing by ensuring their activism efforts are rooted in genuine commitment rather than superficial marketing campaigns.