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Opposing brand activism: triggers and strategies of consumers’ antibrand actions

16 references·11 citing·58 second hopsampled

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References

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2012

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Doing Poorly by Doing Good: Corporate Social Responsibility and Brand Concepts

385 cited

2006Emotional Branding and the Strategic Value of the Doppelgänger Brand Image362 cited

Cited by

2024Mapping the sustainability branding field: emerging trends and future directions69 cited
2023CSR-related consumer scepticism: A review of the literature and future research directions69 cited
2023Brand activism as a marketing strategy: an integrative framework and research agenda66 cited
2024Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes46 cited
2024The strength of stance: The impact of brand activism on resistance to negative information, purchasing, and premium paying intents across different types of failures37 cited
2025Brand activism in the era of permacrisis: systematic literature review and future research agenda17 cited
2024Finding the Right Voice: How CEO Communication on the Russia–Ukraine War Drives Public Engagement and Digital Activism15 cited
2025Going against the Tide: How Self-Construal Moderates Receptivity towards Popular Brand Activism14 cited
2025Generation Z consumers’ perspective: how and why should (not) brands engage in activism?10 cited
2025Brand activism: Research trends and cluster analysis10 cited
2025Fueling or Suppressing Brand Activism Backlash: How Message Type Differentially Influences Perceived Hypocrisy and Consumer Attitudes8 cited