Brand activism: Does courting controversy help or hurt a brand?Sourjo Mukherjee, Niek Althuizen2020-03-13articleInternational Journal of Research in Marketing340 citationsbronzeNo readable copy stored yet — this record is metadata only.Consumer Behavior in Brand Consumption and IdentificationMarketing and Advertising StrategiesDigital Marketing and Social MediaAbstractNo abstract was published for this record.Citations in this libraryStored only when both papers are in the corpus — 340 citations exist upstream.References1998Promotion and Prevention: Regulatory Focus as A Motivational Principle2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy2004When Good Brands Do Bad2004Narrative Processing: Building Consumer Connections to Brands2006The Effect of Corporate Social Responsibility (CSR) Activities on Companies With Bad Reputations2009Corporate Hypocrisy: Overcoming the Threat of Inconsistent Corporate Social Responsibility Perceptions2009The Debate over Doing Good: Corporate Social Performance, Strategic Marketing Levers, and Firm-Idiosyncratic RiskCited by2021Woke brand activism authenticity or the lack of it2020The Activist Company: Examining a Company’s Pursuit of Societal Change Through Corporate Activism Using an Institutional Theoretical Lens2021Authenticating brand activism: Negotiating the boundaries of free speech to make a change2023BRAND ACTIVISM: A Literature Review and Future Research Agenda2023Brand activism and the consequence of woke washing2023Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism2022Differential Response to Corporate Political Advocacy and Corporate Social Responsibility: Implications for Political Polarization and Radicalization2022Effective messaging strategies to increase brand love for sociopolitical activist brands