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Commentary: Brand Activism in a Political World · Study

WorkCommentary: Brand Activism in a Political World

Christine Moorman2020

Work2020

Commentary: Brand Activism in a Political World

Christine Moorman

291 citations·0/0 files stored·Journal of Public Policy & Marketing

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Consumer Behavior in Brand Consumption and Identification Corporate Social Responsibility and Sustainability Political Influence and Corporate Strategies

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References

2010Stakeholder Theory 1997Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-Making 2002Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding 1989STRATEGIC CHANGE: THE EFFECTS OF FOUNDING AND HISTORY.2020Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries 2016Organizing for Marketing Excellence

Cited by

2021Woke brand activism authenticity or the lack of it 2022Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward 2022The impact of dynamic capabilities on SME performance during COVID-19 2022Embracing diversity, equity, and inclusion (DEI): Considerations and opportunities for brand managers 2021Authenticating brand activism: Negotiating the boundaries of free speech to make a change 2022Brand attachment: a review and future research 2021Sociopolitical activist brands

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Details

Year2020

Typeeditorial

Published2020-09-15

VenueJournal of Public Policy & Marketing

ISSN-L0743-9156

Languageen

Citations291

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1177/0743915620945260

openalex_workW3087534233

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2023

BRAND ACTIVISM: A Literature Review and Future Research Agenda