The Relationship Between Brand Activism and Select Brand Performance Metrics: The Cases of C2 Green Tea and Lucky Me! Instant Pancit Canton

Abstract

This paper determines the statistical relationship of brand activism on Facebook to the respective brand image, purchase intent, likelihood to shift, degree of interest, and recommendation toward C2 Green Tea and Lucky Me! Instant Pancit Canton. Brand activism is a way for companies to express their opinions and values on social, environmental, or political issues that matter to them and their customers. The gathering of respondents was done in a purposive way, who were from different age groups, socio-economic classes, and regions. The researcher conducted a Pearson Product-Moment Correlation Analysis to measure the statistical association of brand activism on Facebook with various dependent variables. This is a statistical technique that assesses the strength and direction of the linear relationship between two continuous variables. The analysis showed that only brand image and interest level were the independent variables that had a strong positive correlation with the importance of brand activism on Facebook (dependent variable). No significant differences were observed between the responses for C2 Green Tea and Lucky Me! Instant Pancit Canton. This paper advances the general knowledge of brand activism in the Philippine context. It provides practical implications for marketers and advertisers who want to utilize social media platforms to engage with their consumers on relevant social, environmental, or political issues. The researcher proposes that future studies examine how brand activism varies among various products and brands—such as food, beverages, clothing, electronics, etc.—and how these variations influence consumer perception and behavior. The researcher also recommends applying other statistical methods to cover more aspects, generate new insights, and explore other perspectives regarding brand activism.