Results 1 to 10 of about 89,020 (209)
Media&Jornalismo, 2023 Although social issues have been considered by the business world for decades, these topics have never gained such preponderance as in the 21st century.
Alexandra Miguel, Sandra Miranda
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Communication & Society (Formerly Comunicación y Sociedad), 2019 In this work, brand activism is defined as a strategy that seeks to influence citizen-consumers by means of campaigns created and sustained by political values.
Juan-Luis Manfredi-Sánchez
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Research trends, developments, and future perspectives in brand attitude: A bibliometric analysis utilizing the Scopus database (1944–2021) [PDF]
Heliyon, 2023 Brand attitude has been the primary concern for corporation sustainability for a long. Studies have focused on various attributes concerning brand attitude comprising of many research articles.
Alharthi Rami Hashem E +5 more
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Impact of Brand Activism on Brand Personality and Brand Loyalty
Sustainable Business and Society in Emerging EconomiesObjective: This study sets out to deeply explore the way different aspects influence brand loyalty. We're particularly interested in understanding how customers perceive different brands when brands are doing some activities regarding social welfare ...
Ammara Kiran +3 more
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Brand activism: Does courting controversy help or hurt a brand?
International Journal of Research in Marketing, 2020 How do consumers react when brands take a stand on controversial socio-political issues? The results from a series of studies, involving both unknown and well-known brands, show that attitudes towards the brand decreased substantially among consumers who disagreed with a brand's stand, whereas there was no significant effect among consumers who were ...
Sourjo Mukherjee, Niek Althuizen
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Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism [PDF]
Innovative Marketing, 2021 The current study develops a research model and explores the correlation between customer sense of online betrayal, brand hate, and anti-brand activism.
Hai Ninh Nguyen, Thanh Binh Nguyen
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The Complexities of Political Engagement and Consumer Response to Woke Design
DIID, 2023 What happens when brands engage in activism and involve themselves in the socio-political lives of their consumers? The rise of social issues and political messages in brand design is an emerging topic for the Design discipline.
Alexa Mottram +2 more
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Brand activism and millennials: an empirical investigation into the perception of millennials towards brand activism [PDF]
Problems and Perspectives in Management, 2019 The reckless pursuit of social, environmental, political and cultural issues and brands may alienate the very customer base, whom they try to impress, especially the millennials.
A. Shivakanth Shetty +2 more
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Consumer sentiment toward international activist advertising [PDF]
Innovative Marketing, 2023 Companies have been increasingly conveying activist advertising messages to international audiences in response to persisting social ills and unsustainable business practices. Given the ambiguity surrounding the effects of international advertising, this
Christos Livas +2 more
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Journal of Resilient Economies (ISSN: 2653-1917), 2022 In the context of a global pandemic, social inequalities such as health disparities, systemic racism and economic shutdowns are amongst the challenges of a harsh reality. Given these myriad societal issues, consumers are becoming increasingly distrustful of governments and public service support systems.
openaire +1 more source