This thesis explores the evolving landscape of brand societal engagement, particularly in emerging markets. Traditionally, companies have engaged in Corporate Social Responsibility (CSR) initiatives, but in recent years, brand activism has emerged as a more assertive approach. This study examines consumer responses to both forms of engagement in Turkey. Employing postmaterialism theory, the research compares the effects of CSR and brand activism on consumer perceptions and behaviors, including brand attitude, consumer-based brand equity (CBBE), and willingness to pay a premium (WTPp). Additionally, the moderating role of brand origin (local vs. global) is analyzed. The results suggest that CSR initiatives are more favorably received by consumers than brand activism. Local brands also garner higher brand attitude, CBBE, and WTPp compared to global brands, irrespective of the engagement approach. This study enhances understanding of consumer behavior in emerging markets and offers managerial insights for companies looking to improve their societal engagement strategies.