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Should Global Brands Engage in Brand Activism? [PDF]
Journal of International MarketingBrand activism, taking a stance on current and divisive sociopolitical issues, has emerged as a novel means of expressing a brand's values and engaging with the firm's customer base. Yet, globally, companies lack conclusive guidance on the consequences of taking a stance.
Dina Khalifa +2 more
exaly +3 more sources
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
exaly +6 more sources
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
doaj +5 more sources
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
doaj +4 more sources
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
doaj +2 more sources
Brand activism: Research trends and cluster analysis
European Research on Management and Business EconomicsThis paper aims to identify emerging research topics related to brand activism: analyzing current research trends and providing a comprehensive overview of its various aspects.
Jorge Luna-Amador +2 more
doaj +2 more sources
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
doaj +2 more sources
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
doaj +2 more sources
The effect of customer identification with brand on anti-brand activities through brand love and brand jealousy [PDF]
مدیریت بازرگانی, 2015 The main purpose of this study is to investigate the effect of identity made by a brand for customrers on their anti-brand activities through brand love and brand jealousy.
Abolghasem Ebrahimi +2 more
doaj +2 more sources
Brand Activism: Gen Z and Socio-Political Branding
EncyclopediaBranding refers to the distinctiveness of an organization that differentiates it from its competitors and builds loyalty with customers. Brand trust is the confidence consumers have in a company to deliver consistently against their expectations of the ...
Helen O'Sullivan +3 more
doaj +2 more sources