The effect of Generation Z's perceptions of brand activism on brand loyalty: evidence from Vietnam

Purpose The study was conducted to investigate the impact of Generation Z's perceptions brand activism on loyalty through mediating role attitude and trust. Design/methodology/approach first reviewed previous research developed hypotheses related objectives. Structural equation modelling (SEM) test with survey data 1,133 individuals from Z in Vietnam. Findings First, findings indicated that: perceived argument quality, authenticity, altruistic motives have a significant positive effect In addition, self-interest attitude. Brand trust has Finally, loyalty. study's empirical analysis carries implications for managers when implementing campaigns. Originality/value There is paucity that investigates customers' motives, influences these main contribution this fill gap.