The increasing demand for brands to reveal their stances on controversial socio-political issues has put global brands into a predicament as a misaligned stance can result in a boycott against them. However, the research regarding brand activism in the form of supporting or opposing a stance of a controversial issue are still scarce, and many of the findings are at odds with real-life consequences from brand activism. The diverse consequences from brand activism suggested that contrastive impacts of brand activism might exist over various issues, brands, and countries. Thus, this research was intended to explore the consequences of brand activism from consumers' perspectives, particularly regarding misaligned stances and its boundary conditions. Based on social identity theory and emotion appraisal process, this study proposed that group membership (i.e., subjective group membership from consumer-brand identification and objective group membership from one's nationality may change the effect of misaligned brand activism stance on the brand attitude with in-group perception reducing the perceived offensiveness of the misaligned stance, and thus curb the adverse effect. This proposition was supported by findings from two main studies in two different countries, emphasizing the importance of group membership perception on consumers' attitudes towards a brand activism stance.

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