Impact of brand activism on consumer wellbeing in the face of social and political challenges: the mediating effect of trust

Project no.: S-ST-24-3

Project funding: Research Council of Lithuania, Students Research during Semesters 24/25

Project description:

The project seeks to understand how brands that take a stand on social or political issues impact consumers’ sense of wellbeing and whether trust is a key factor driving this relationship. The findings will provide insight into effective brand activism strategies that benefit consumers facing external challenges.

Principal investigator: Dominyka Venciūtė

Project duration: 2024 10 01 – 2025 04 30

Project coordinator: ISM University of Management and Economics