Is timing key? How showing support for the LGBT+ community generates positive consumer responses
(A2024-119873)

AUTHORS

Maximilian Gerrath, University of Leeds; Kshitij Bhoumik, University of Leeds; Aulona Ulqinaku, Leeds University Business School; Alessandro Biraglia, Leeds University Business School; Giampaolo Viglia, University of Portsmouth

ABSTRACT

While brands are increasingly expressing support for the LGBT+ community, these initiatives remain highly divisive. Due to this, many brands hesitate and delay their engagement with such LGBT+-supporting brand activism. Our research examines how activism in support of this marginalized group affects consumer responses. Specifically, we investigate whether being early (vs. late) to take a stance on LGBT+ issues generates more positive (negative) outcomes for brands. Across five studies, including an analysis of real-world field data spanning 12 years and an actual choice study, we find that early (late) brands generate more (less) favorable consumer responses to LGBT+ activism. We contribute to the pioneering advantage and brand activism literature by demonstrating that brand effort and perceived inclusion sequentially mediate this effect. We also find that this mediation is contingent on the extent of brands’ available resources to support a cause. Moreover, we demonstrate that the results are driven by the pioneering advantage effect rather than the bandwagon effect. We conclude by providing actionable recommendations for managers considering engaging in LGBT+-related activism.