Brand activism: A literature review and future research agenda
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 …
attention from scholars. Research on this topic is still at an exploratory stage and in need of …
Tokenism in the workplace: does brand activism benefit LGBTQ+ employees in the hospitality industry?
V Bogicevic, Y Li, ED Salvato - International Journal of Contemporary …, 2023 - emerald.com
Purpose Hospitality firms adopted diverse hiring policies and public declarations of support
for LGBTQ+ causes through brand activism. The impact of activism on LGBTQ+ employees' …
for LGBTQ+ causes through brand activism. The impact of activism on LGBTQ+ employees' …
Who is more responsive to brand activism? The role of consumer-brand identification and political ideology in consumer responses to activist brand messages
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 …
society today. Based on social identity theory, this study aims to examine the moderating …
Brands and activism: ecosystem and paradoxes
The relationship between brand activism and other forms of activism, as well as the potential
paradoxes that may arise from practicing brand activism, has not been fully addressed in the …
paradoxes that may arise from practicing brand activism, has not been fully addressed in the …
Brand activism for sustainable development goals: A comparative analysis in the beauty and personal care industry
National policymakers are now faced with the challenge of implementing the UN 2030
Agenda for Sustainable Development and achieving the scopes envisioned through its 17 …
Agenda for Sustainable Development and achieving the scopes envisioned through its 17 …
Communicating corporate social advocacy (CSA) in polarized times: A stoic turn from dancing to wrestling
GS Dhanesh - Business Horizons, 2024 - Elsevier
In an age of increasing stakeholder activism, seen in movements like Fridays for Future,
MeToo, and Black Lives Matter, and demands from socially conscious consumers …
MeToo, and Black Lives Matter, and demands from socially conscious consumers …
Anti-Brand activism in the collectivist orientation: the case of online-consumers-run communities
The paper investigates the impact of negative online word-of-mouth (OWOM) generated
from online consumer-run communities on brand hate and brand activism and the …
from online consumer-run communities on brand hate and brand activism and the …
'Vote the Assholes Out': How Value Congruence Work Aligns Stakeholders for Corporate Activism
S Buchanan… - Journal of …, 2024 - Wiley Online Library
Recent research has pointed to value congruence between a firm and its stakeholders as a
key driver of corporate socio‐political activism. However, this 'stakeholder alignment'model …
key driver of corporate socio‐political activism. However, this 'stakeholder alignment'model …
[HTML][HTML] Taking a stand or standing aside? How to conceptualize the emerging phenomenon of university activism
A Cammarota, F Avallone, V Marino… - The International Journal of …, 2024 - Elsevier
This study aims to conceptualize an emerging and still understudied phenomenon, defined
as university activism. Academic institutions appear to be following the same path as activist …
as university activism. Academic institutions appear to be following the same path as activist …
How Do Consumers Respond to Brand Activism Campaigns? Exploring the Relationship Between Authenticity, Brand Value Congruence, Brand Identification, and …
This research focused on brand activism campaigns in a global marketing context. It
explored how consumers judge a brand's activism authenticity. An online survey was …
explored how consumers judge a brand's activism authenticity. An online survey was …