Figure 1
The model presents a series of connected boxes. The left box is titled Background Factors and lists personality traits, political ideology, moral foundations, and topic preferences. Three arrows extend from this box. One leads to Behavioural Beliefs regarding Brand Activism Support, which points to Attitudes toward Brand Activism Support. A second arrow leads to Normative Beliefs regarding Brand Activism Support, which points to Subjective Norms regarding Brand Activism Support. A third arrow leads to Perceived Control over Engaging in Brand Activism Support. Arrows from Attitudes toward Brand Activism Support, Subjective Norms regarding Brand Activism Support, and Perceived Control over Engaging in Brand Activism Support converge on Brand Activism Support Intention. An arrow from Brand Activism Support Intention points to Brand Activism Support.The Reasoned Action Approach in assessing brand activism support
Source: Authors’ own work; adapted from Ajzen (2012)Â