BIO

As a first-generation Ecuadorian student at Florida State University, I aim to establish a legacy of educational and financial empowerment for future generations. Through founding the first Ecuadorian organization, EcuadoriaNoles, at FSU and participating in the First Generation LLC, I've been immersed in campus diversity and history. Currently studying Business Marketing, my goal is to pursue a dual-degree in Real Estate, driven by my family's experiences and the desire to understand its commercial and financial aspects. Post-graduation, I aspire to earn an MBA with a Real Estate specialization. My decision to obtain a Real Estate Sales Associate License reflects my commitment to this field. Additionally, I plan to minor in communications or digital media, focusing on Hispanic Marketing, leveraging my previous involvement in the Multicultural Marketing Association. I prioritize gaining experience, skills, and networking opportunities, believing they are essential for success in both college and my future career. My motto emphasizes contributing to the community, a commitment I aim to fulfill through marketing and real estate endeavors.

Stand Up Branding: Does brand activism impact consumer attitudes and behaviors for every type of brand?

Abstract

This study seeks to understand brand activism advertising, consumer perceptions, and behaviors, specifically focusing on differentiating effects on hedonic and utilitarian brands. Brand activism can be defined as businesses projecting their beliefs on certain social, environmental, economic, or political issues through media, advertisements, donations, initiatives, etc. Examples of brand activism in the 21st century include stands against climate change, LGBTQ+ rights, and racial justice. It has become increasingly prevalent that existing literature contains numerous gaps both in examining this behavior, both from the perspective of brands and from the consumer point of view. This study adds to a more complex knowledge of how brand activism influences customer reactions and provides information that is useful for utilitarian and hedonistic marketing strategies. The approach offers a strong basis for deriving significant inferences regarding the diverse impacts of brand activism on distinct categories of brands. The next steps for this project include data collection, data analysis, conference submission, and journal submission.

Keywords: Utilitarian, Activism, Brands, Marketing, Advertising, Business