TY - THES A1 - Takafakare, Chiyedza T1 - A critical assessment of the impact of an organization’s affiliationtosocial movements on brand equity: A study of the Black Lives Matter Movement N2 - Brands and advertising agencies have successfully tapped into the cultural momentum of social and political issues to attract new customers and promote their products. Numerous studies have examined the link between marketing and social and political movements, but advertising firms have largely ignored them. This study was titled “Acritical assessment of the impact of an organization’s affiliation to social movements on brand equity: A study of the Black Lives Matter Movement”. The study was guided by the objectives which were to identify the benefits of organizational allegiance to social movements on brand equity, determine the factors affecting social allegiance to social movements on brand equity, and recommend strategies that enhance brand equity. The study adopted a mixed methods approach whereby using a sample size of 65, online surveys were administered. Data was analyzed using descriptive means and SPSS was the main analysis tool. Findings illustrated that organizational allegiance to social movement has an impact on brandequity, profitability, and brand recognition. Brands are increasingly using social movements to promote their products, and much recent research has been done to understand what constitutes a socio-political activist brand, to explore consumers' attitudes, and determine if the perception of a brand as being socio-politically engaged has animpacton consumers' product use. When companies adopt a socio-political stance, they give consumers a far better opportunity to identify with them, while also allowing them to differentiate themselves from competitors by using secondary sources of meaning. Nonetheless, there are still untapped resources to be discovered, particularly in connection to the relationship between organizational allegiance and social movement participation. KW - Brand Equity KW - Black Lives Matter KW - Social Movements KW - Brand Activism Y1 - 2022 UR - https://opus4.kobv.de/opus4-rhein-waal/frontdoor/index/index/docId/1604 ER -