This study investigates the effect of message abstractness in construing brand activism
messages. Its primary objective is to compare the effect of abstract vs. concrete internal vs …

Brands are increasingly required to be 'woke'and communicate their stance on various
divisive sociopolitical issues and to do so particularly on social media platforms. However …

An increasing number of brands are taking a stance on current socio-political issues such as
climate change, racism, and LGBTQ discrimination, thereby adopting a purpose-driven …

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

A subversive phenomenon is challenging advertisers and brand managers: adbusting, a
form of activism that alters existing brand communication (eg, a billboard ad) to promote …

This paper represents a pioneering exploration of how brand activism influences consumer
responses to performance and value-related failures. Specifically, across two experiments …

Unlike human influencers, virtual influencers lack the sensory capacity to directly experience
the endorsed products, and this can render their experientially based claims less authentic …

Influencers can effectively promote products and brands but are also leading personalities
who might inspire others to support polarizing and/or prosocial issues (eg, against gender …

Brand activism has become a powerful way to communicate a brand's values and attract
consumers who expect stances on divisive issues, but it can also lead to backlash. Thus, in …

The interior design of hospitality settings is crucial for distinguishing a brand from its
competitors. Drawing on color marketing and brand personality theories, this paper posits …