Rivals, retaliation and replacement brand preferences: ideology shapes consumer responses to misaligned brand activism

Abstract

While consumer backlash against ideologically misaligned brand activism is common, the broader competitive consequences remain unexplored. This research investigates how political ideology influences consumer defection and subsequent choice of a replacement brand, testing retaliatory motives as a mediator driving preferences brand rivals. Study 1a analyzed tweets following highly publicized activism by Nike, finding over half of the tweets detailed switching to competitors. Study 1b found that conservatives placed greater importance on supporting rival brands due to retaliatory motives, based on actual consumer experiences. Study 2 tested ad appeals in an experiment (rival versus discount) finding that (for consumers open to switching brands) rival appeals were more effective for conservatives. These findings provide practical guidance for marketers aiming to attract ideologically misaligned consumers, highlighting the strategic use of political orientation in audience segmentation and “rival appeals” as a persuasive strategy in response to competitor brand activism.