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With the proliferation of social activism online, brands face heightenedpressure from consumers to publicly address these issues. Yet, the optimalbrand response strategy (i.e., whether and how to respond) in these contextsremains unclear. This research investigates consumers' reactions to brandresponse strategies (e.g., engage vs. not) during social activism and offerspotentially effective responses that brands can employ to engage in theseissues. By analyzing real-world data collected from Twitter and conducting fourrandomized experiments, this research discovers that brand relationship type(exchange, communal) affects consumers' brand evaluations in the wake of socialactivism. Communal (vs. exchange) brands are evaluated less favorably when theydo not respond or utilize a low-empathy response. This difference is attenuatedwhen brands employ a high-empathy response. These findings are attributable toconsumers' perceptions of whether the brand's response strategy complies withrelationship norms during social activism. The effects persist across activismevents that vary in their political polarization. This research contributes tothe literatures on brand engagement in social activism, brand relationships,and crisis communication. The findings also offer guidance to practitioners oncrafting response strategies during social activism and aid activists insecuring brand support for societal benefits.

How a Brand's Social Activism Impacts Consumers' Brand Evaluations: The Role of Brand Relationship Norms