The effect of Patriotic Advertising on Generation Z's Brand Love in Vietnam: The moderating effect of Corporate Philanthropic Contribution during the Covid-19 pandemic

Abstract

The objective of the research was to examine how patriotic advertising influences the level of brand love among Generation Z in Vietnam. A moderated mediation model was constructed in which corporate philanthropic contribution during the Covid-19 pandemic is proposed to have a moderating effect on the mediating effect of attitude toward advertising. Two research studies (study 1: experiment; study 2: online survey) were carried out involving 702 participants and the collected data were analyzed through SPSS and Baron and Kenny's Mediation Method. The study's results indicate that being exposed to patriotic advertising themes had a favorable effect on the respondents' attitudes toward advertising and love for the brand. Moreover, the impact of patriotic advertising on brand love is mediated by the attitude toward advertising. Furthermore, the study discovered that corporate philanthropic contributions during the Covid-19 pandemic positively moderated the association between patriotic advertising and attitude toward advertising, and its effect is also evident in moderating the mediating role of attitude toward advertising. These findings provide insights into the effectiveness of patriotic advertising among Generation Z in Vietnam and the role of corporate philanthropy in enhancing the impact of advertising during challenging times. This study has implications for marketers and advertisers, highlighting the importance of incorporating patriotic themes and corporate philanthropy in their advertising campaigns to improve brand love among Generation Z