Brand activism is a new and fragmented phenomenon that has been attracting growing
attention from scholars. Research on this topic is still at an exploratory stage and in need of …

This paper offers an integrative conceptual framework to posit brand activism (BA) as an
organisation-driven phenomenon pertaining to the strategic marketing field. It is reasoned …

Dynamic capabilities (DCs) are a growing field of research within the scope of theoretical
structures based on resource and strategic management. Given the demonstrated impact of …

In the business-to-business (B2B) domain, brand activism is growing as a tool for attending
to social problems and achieving brand differentiation. In this paper, we introduce B2B …

The 50th anniversary of the Journal of Advertising launch is an opportune moment to
dialogue among the past, present, and future and offer a fruitful vision for the possibilities of …

This third edition of Contemporary Issues in Marketing and Consumer Behaviour has been
revised and updated to reflect the fast-changing world we live in. The new state of the art …

Empirical evidence concerning the effects of brand activism on brand equity is growing but
remains mixed at best. Although non-profit brands increasingly implement activism …

Purpose Despite increased emphasis on diversity marketing, much remains unknown about
how brands should approach diversity. This paper aims to understand what constitutes a …

How are brands navigating the tension of being cultural and market players in woke times?
What are the futures of brand activism and how can brands and social media contribute to …

The aim of this Special Edition of six papers is to advance our knowledge of the role that
brands can adopt in meeting various objectives of sustainability. Each article advances …