Do brand allyship efforts in the black American community require financial investment?

Purpose This study aims to investigate factors affecting consumers’ perceptions of brand allyship activities given the presence or absence of corresponding community investment. Using the black American community as a contextual group receiving support, this research probes factors that make brand allyship seem sincere and how brand allyship affects consumer self-esteem. It further examines how perceived sincerity and derived self-esteem affect consumers’ perceived self-brand connections and reported brand attitudes. Design/methodology/approach Collecting data with experimental surveys, hypothesized effects are tested in a main study ( n = 1,184) using a general linear model and moderated mediation analyses. Findings Perceived sincerity is shown to interact with consumers’ self-esteem to induce an approach/avoidance reaction to a brand, where high self-esteem consumers are more apt to accept sincere brand allyship activities and reject insincere campaigns. Originality/value As sincerity is critical to brand allyship success, this research outlines instances where managers need to contextually manipulate sincerity perceptions by outlaying community investment to coincide with the campaign. Specific contexts revolve around racial diversity in the management group and the race of consumers/perceivers.