How does Corporate Sociopolitical Activism (CSA) affect consumers' intention to buy or boycott a brand? A self-congruity and moral balancing perspective

Corporate Sociopolitical Activism (CSA) has gained momentum as brands increasingly take public stances on polarizing sociopolitical issues. This dissertation investigated how aligned and misaligned CSA influences consumers' intentions to buy or boycott a brand, relying on self-congruity and moral balancing perspectives. The research examined the emotional and psychological processes that underlie these consumer reactions through three studies. The first study used a bibliometric analysis to map the intellectual structure of CSA research, identifying influential contributors, thematic trends, and future directions. The second study investigated how CSA alignment impacts purchase intentions through consumer-brand identification and self-enhancement, moderated by brand CSA motivations. The third study analyzes boycott intentions, focusing on the mediating role of self-conscious emotions, including pride and guilt, and the moderating effects of moral judgment and self-brand overlap. Our findings indicate the dual CSA role in shaping boycotting and buycotting intentions by highlighting the role of psychological and emotional involvement, the alignment with consumer values, and the motivation behind the CSA activities. This dissertation contributes to the knowledge of the risks and rewards of CSA and provides theoretical and managerial implications by combining bibliometric research with psychological and emotional perspectives.