Supporting sacrifice or condemning belief: consumer reactions to Nike's advertising campaign featuring Colin Kaepernick

The purpose of the current study was to explore the key personal and emotional factors related to consumers' reactions to Nike's 'Believe in Something' advertising featuring Colin Kaepernick. The results of a survey with 254 US consumers indicated that: a) dominance and egalitarianism had positive relationships with purchase intention, whereas uncritical patriotism had a negative relationship; b) anger, gratitude, and pride mediated the effects...