... and social currency as antecedents of reactive activism, which increased brand hate and reduced brand evangelism. In contrast, proactive activism was linked to conscientiousness and brand bravery, mitigating brand hate but showing no significant effect on evangelism. Originality/value To the best...

... social sustainability of brands affects brand evangelism, mediated by perceived brand authenticity. Drawing on the self-determination theory, altruism is tested as the boundary condition for the mediating relationship. Design/methodology/approach To validate the proposed theoretical effects...