These days, it is common to see celebrities advocating various controversial, socio-political issues On digital platforms. However, exist�ing research does not demonstrate how the public perceives this activist approach of celebrities and how it influences their brand image. Drawing a parallel from brand activism literature and its effect on consumer behavior, the current study examines the impact of celebrity activism on celebrities’ brand value. The findings support that perception of authenticity and hypocrisy affect attitude towards
the celebrity and celebrity brand self-connection, which influences celebrity brand loyalty, identification, and intention to purchase the brands endorsed by the celebrity. A negative attitude towards celebrity activism negatively moderates the effect of celebrity brand self-connection on celebrity brand identification. The study contributes to the literature on celebrity branding and celebrity activism. The findings can help celebrity brand managers and PR professionals to
understand the strategic implications of celebrity activism