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Marketing Letters, 2023 Brand activism, i.e., taking a public stance towards sociopolitical issues, is a controversial strategic marketing tool for firms. Prior work shows that at best, it has no significant positive impact on consumer support and outcomes for brands.
Carina Thürridl +1 more
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2023
Despite growing attention to brand activism and the divergent consumer reactions including highly polarized discussions on social media that result in negative electronic word-of-mouth, little is known about the underlying consumer intentions. Thus, drawing from the literature of brand activism and electronic word-of-mouth intentions this study ...
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Despite growing attention to brand activism and the divergent consumer reactions including highly polarized discussions on social media that result in negative electronic word-of-mouth, little is known about the underlying consumer intentions. Thus, drawing from the literature of brand activism and electronic word-of-mouth intentions this study ...
openaire +1 more source
Developing brand advocacy through brand activities on Facebook
Journal of Consumer Marketing, 2021Purpose This paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines the influence of brand advocacy on purchase intentions of brand advocates and the moderating effect of the amount of time spent on Facebook on the relationship between ...
Choi, Youngtae +2 more
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Pengaruh Brand Activation Terhadap Brand Image Whitelab
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora, 2023Brand Activation is one of the important things for a brand. Brand Activation is a strategy that companies use by providing real experiences for consumers. So the purpose of this study is to determine whether Brand Activation has an influence on Brand Image.
null Lailynisa Fadilla Iswadi +2 more
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In today’s world, capitalism, global warming, pandemic, and political inequality have found their ways in society’s midst and have fuelled each other into an “ecosystem of wicked problems”. This has led brands like Ben & Jerry’s, Patagonia, and Benetton to make it their mission to impact social and environmental issues positively through taking a ...
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Brand activism : why is it time for brands to act?
2021Brand Activism has generated interest from companies and their stakeholders around the world and more and more companies are positioning themselves for a variety of social, political, economic and/or environmental causes with the aim to improve the world.
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2022
This study explores brand activism in the context of multi-brand firms. Specifically, it investigates how brands’ activism engagement is influenced by being a part of a multi-brand firm. The research is undertaken through the lens of interpretivism, as it seeks to understand managers’ impressions of navigating brand activism within multi-brands.
Bergendahl, Ingrid Maria +1 more
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This study explores brand activism in the context of multi-brand firms. Specifically, it investigates how brands’ activism engagement is influenced by being a part of a multi-brand firm. The research is undertaken through the lens of interpretivism, as it seeks to understand managers’ impressions of navigating brand activism within multi-brands.
Bergendahl, Ingrid Maria +1 more
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Consumers Reaction to Brands Political Activity
2019This study offers an innovative methodology combining qualitative and quantitative content analysis to address a current debate concerning global brands taking part in political discussions. Global and local brands are more and more willing to support or disapprove political leader’s policies on critical issues such as immigration, duties or healthcare
Valentina Mazzoli +3 more
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Woke brand activism authenticity or the lack of it
Journal of Business Research, 2022Abas Mirzaei, Helen Siuki
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