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 …

Organizational sustainability orientation (OSO) is a concept increasingly gaining
prominence among academics and practitioners. The primary goals of this study entail:(a) …

This research examines the influence of CEO versus brand communication on public
engagement and digital activism during the Russia–Ukraine war. Brand communication …

Food waste is a major global problem nowadays because it negatively affects the
environment, society, and the economy. Food sharing has lately emerged as an innovative …

Brand activism is a widespread phenomenon, yet strategies for leveraging activism
messages to yield positive consumer responses and enhance brand equity are not well …

We cross-fertilize insights from corporate political activity and open-strategy literature to
propose a research agenda on open political strategy—or greater participation and visibility …

Constituency mobilization is a widely prevalent corporate political strategy, yet we lack
systematic evidence on the scope of its effectiveness. One emerging form of constituency …

Constituency-building is an important corporate political strategy that expands the scope of
conflict by mobilizing stakeholders to pressure policymakers. Although prior studies of …

In recent years, several scholars have become interested in the topic of brand activism,
which has been defined as a new and powerful marketing strategy. To date, the literature on …

The online audience has become an important factor to be considered by different types of
organizations. With the digitalization trend covering almost all spheres of human activities …