Articlehybrid2023

Perspectives: a research-based guide for brand activism

57 citations0/0 files storedInternational Journal of Advertising

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Abstract

Consumers, employees and society at large seems to expect more and more that brands take a stand on societal issues. This notion is known as brand activism. This paper explores recent academic research on this issue, to provide guidance for brand managers and other marketers. The concept is defined and delineated, and the impact of brand activism on consumers, employees, investors and (last not but not least) the cause itself is discussed. The paper introduces the Aligned Activism Model, which outlines the key role of alignment between brand, issue, and consumers. This model provides actionable insights for marketers who seek to engage in brand activism. Suggestions for future research are provided for academics who seek to advance knowledge on brand activism.

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References

2001Bad is Stronger than Good 2003You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands 2008Who drives divergence? Identity signaling, outgroup dissimilarity, and the abandonment of cultural tastes.2002The role of brand/cause fit in the effectiveness of cause-related marketing campaigns 2020Corporate Sociopolitical Activism and Firm Value 2013The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action 2020Brand activism: Does courting controversy help or hurt a brand?2020Should Your Brand Pick a Side? How Market Share Determines the Impact of Corporate Political Advocacy

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