Abstract
Brands have recently begun to take a brand activism strategy through which they align themselves with a sociopolitical cause to increase their relevance and strengthen customer relationships. This paper brings together three streams of research: narrative transportation theory, narratology, and narrative comprehension, in order to propose how brands can increase their potential to be brand-activism change agents in the context of their sociopolitical stance. We define brand activism change agents as the brand's potential to further their aligned cause through the fortification of an engaged customer base. However, this can be a risky strategy, and brands often alienate a significant part of their existing market. We propose a theoretical model to explain how brands can minimize alienation of their existing audience (stakeholders and especially customers) and increase overall support and brand activism impact.