Brand Activism wins Brand Loyalty: Extending the Brand Equity Model with a Multi-Mediator Approach in Pakistan's Petroleum Industry

This study aims to investigate the impact of brand activism, specifically in the realms of social and environmental activism, on brand loyalty in the context of Pakistan's petroleum industry. Given the growing importance of corporate social responsibility (CSR) and environmental concerns, this research also explores the mediating roles of brand awareness, brand association, and perceived brand quality in influencing the relationship between brand activism and brand loyalty. A structured survey was distributed to 450 consumers of five major Oil Marketing Companies (OMCs) in Pakistan. The survey aimed to gather insights into how brand activism influences consumers' perceptions and attitudes toward brands in the petroleum sector. The data were analyzed using Structural Equation Modeling (SEM), which allowed for testing the hypothesized relationships between brand activism, its mediators, and brand loyalty. It highlights the significant role of brand awareness and brand association in mediating the relationship between activism and loyalty, suggesting that a strong, socially engaged brand fosters greater emotional connection and consumer trust. Furthermore, perceived brand quality emerged as a key mediator, reinforcing the idea that brands perceived as high-quality are more likely to retain loyal consumers, especially when their activism aligns with consumer values. The results underline the importance of these mediators in amplifying the effects of activism on loyalty. The findings provide actionable recommendations for OMCs to strategically leverage brand activism in enhancing brand equity and fostering stronger brand loyalty. Given the increasing global focus on sustainability and corporate social responsibility, the study suggests that Pakistan’s petroleum sector can benefit from adopting a more proactive approach to brand activism