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 …

When managers consider storytelling part of their organizational strategy, it is generally
considered a marketer's task. However, we argue that intentionally building a storytelling …

Purpose Through activism, brands participate in the sociopolitical controversies that shape
society today. Based on social identity theory, this study aims to examine the moderating …

Purpose The study was conducted to investigate the impact of Generation Z's perceptions of
brand activism on brand loyalty through the mediating role of brand attitude and brand trust …

Chief marketing officers (CMOs) engage with their stakeholders on social media platforms to
create a digital impact. CMO communication on societal issues is understudied despite …

The main purpose of this research is to explore the strategic role of storytelling as a facilitator
of the consumer–brand relationship experience through the creation of cognitive, emotional …

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 …

Purpose This study aims to focus on the information sharing behavior of employees in the
context of online brand advocacy based on the cognition–affection–behavior framework …

To compel people to bring about social change, activist brands must develop moral
competency to ensure that they are perceived as authentic. However, there is limited …