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This paper aims to investigate the influence of consumer–brand values deviation on consumer reactions transactionally (i.e. purchase intention) and relationally (i.e. brand loyalty) and uncover two important boundary conditions, namely, cause controversy and consumption goal.

This paper uses online surveys to test the interactions between consumer-brand values deviation and cause controversy and consumption goal, which subsequently impacts consumer–brand identification.

Consumer–brand values deviation negatively affects consumers’ purchase intention and brand loyalty, and consumer–brand identification plays a mediating role in this focal detrimental influence. More importantly, when consumer–brand values deviation concerns highly controversial causes or when consumers’ consumption goal is hedonic (vs utilitarian), the impact of consumer–brand values deviation on consumer–brand identification is strengthened.

The study reveals that brand activism tends to be riskier under certain circumstances by uncovering the boundary effects of cause controversy and consumption goal.

Brands can more effectively engage in brand activism when they consider the controversy level of the cause on which they take a stance and the consumption goal of target consumers. Brand activism that concerns highly controversial issues or triggers a hedonic consumption goal can be extra risky due to its amplified impact on consumer–brand identification.

This paper introduces two boundary conditions when studying the downstream effects of brand activism and highlight the double-sidedness of brand activism.