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Thematische Bibliographien / Social brand activism / Zeitschriftenartikel

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Zeitschriftenartikel zum Thema „Social brand activism“

Autor: Grafiati

Veröffentlicht am 24. Juni 2021

Zuletzt aktualisiert am 29. Juli 2025

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1

Vredenburg, Jessica, Sommer Kapitan, Amanda Spry, and Joya A. Kemper. "Brands Taking a Stand: Authentic Brand Activism or Woke Washing?" Journal of Public Policy & Marketing 39, no. 4 (2020): 444–60. http://dx.doi.org/10.1177/0743915620947359.

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In today’s marketplace, consumers want brands to take a stand on sociopolitical issues. When brands match activist messaging, purpose, and values with prosocial corporate practice, they engage in authentic brand activism, creating the most potential for social change and the largest gains in brand equity. In contrast, brands that detach their activist messaging from their purpose, values, and practice are enacting inauthentic brand activism through the practice of “woke washing,” potentially misleading consumers with their claims, damaging both their brand equity and potential for social chang

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Eda, ÖZTÜRK. "BRAND ACTIVISM TYPOLOGIES." Journal of Communication Science Researches 3, no. 1 (2023): 24–37. https://doi.org/10.5281/zenodo.7497698.

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Global and local brands have increasingly embraced brand activism in recent years. In brand activism, brands not only take a stand on social, political, environmental, or economic issues but also take action to solve these problems. Despite the popularity of the practice, there is still much to explore about the dynamics of brand activism strategies including how activist brands’ strategies differ. Considering the brand activism literature in Turkey, most research on activism is examined as a homogeneous category, with little regard for the nuances in brands’ use of brand activism.

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Miguel, Alexandra, and Sandra Miranda. "Brand Activism Effectiveness." Media & Jornalismo 23, no. 42 (2023): 147–64. http://dx.doi.org/10.14195/2183-5462_42_8.

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Although social issues have been considered by the business world for decades, these topics have never gained such preponderance as in the 21st century. Given the great pressures for brands to broaden their responsibilities towards society, brand activism emerges as a new strategy for companies to address relevant social-political issues, assuming a public stance on these topics and taking action to solve or improve them. However, not all brands are managing to participate in an era of activism, and even those that participate do not always get positive feedback from their stakeholders. The ma

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Farooq, Waqar. "Brand Activism wins Brand Loyalty: Extending the Brand Equity Model with a Multi-Mediator Approach in Pakistan's Petroleum Industry." Sukkur IBA Journal of Management and Business 11, no. 2 (2025): 1–21. https://doi.org/10.30537/sijmb.v11i2.1637.

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This study aims to investigate the impact of brand activism, specifically in the realms of social and environmental activism, on brand loyalty in the context of Pakistan's petroleum industry. Given the growing importance of corporate social responsibility (CSR) and environmental concerns, this research also explores the mediating roles of brand awareness, brand association, and perceived brand quality in influencing the relationship between brand activism and brand loyalty. A structured survey was distributed to 450 consumers of five major Oil Marketing Companies (OMCs) in Pakistan. The survey

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Adae, Eric Kwame. "Weightier Matters." Janus Head 19, no. 1 (2021): 39–59. http://dx.doi.org/10.5840/jh20211914.

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Trendwatchers have spotted some seismic shifts in relations between business and politics. Particularly, Chief Executive Officers (CEOs) are increasingly weighing in on greater good issues. Although a global phenomenon, current CEO activism scholarship reflects a Western focus; an ideological bias for modernist perspectives; a preponderance of White male CEO voices, and the relative elision of female activist CEOs. While, generally, no empirically-based typology of the sociopolitical issues that matter to activist CEOs exists, the specific range of causes of particular concern to non-Western C

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Siswantini, Siswantini, Tri Adi Sumbogo, Meilani Dhamayanti, and Maryani Maryani. "CASCARA PRODUCTIONS AS A MODEL OF BRAND ACTIVISM FOR COFFEE FARMER GROUP IN MOUNT PUNTANG, WEST JAVA INDONESIA." SEEIJ (Social Economics and Ecology International Journal) 9, no. 1 (2025): 58–66. https://doi.org/10.21512/seeij.v9i1.12722.

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Cascara is considered a healthy drink and one way to encourage sustainable coffee production by-products. Cascara production activities by the Rumah Kopi Palalangon can be categorized as brand activism, namely a brand that uses activist strategies with the desire to improve the quality of life of the community. The essence of brand activism is action that involves all stakeholders to make changes in social, economic, political and environmental quality. This research aims to develop a basic training plan for empowering farmers who are members of the rumah Kopi Palalangon led by Ayi Suteja in M

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Ghosh, Anirrban. "ASTUDYOFONLINEBRANDACTIVISMANDITS IMPACTONCONSUMERBRANDRELATIONSHIP." International Journal of Advanced Research 9, no. 08 (2021): 357–62. http://dx.doi.org/10.21474/ijar01/13274.

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Brand activism is becoming a natural evolution beyond the values-driven Corporate Social Responsibility (CSR) and Environmental, Social and Governance (ESG) programs that are, frankly, too slow. Brand Activism is also a step towards the purpose of why does the business exist. Most of the brands no longer have a choice. If the gap between a business and its values and its customers or society and his other stakeholders is too large, business will inevitably suffer.Hence, this study intends to find the perceptions of consumers towards brandactivism, so that the findings from the study can help t

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SUMMAK, Erhan. "Halkla İlişkilerde Tüketici Aktivizminin Rolü: Şirketler için Yeni Bir Paradigma." International Journal of Social Sciences 8, no. 36 (2024): 187–205. http://dx.doi.org/10.52096/usbd.8.36.09.

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Consumer activism refers to consumers collectively acting to create change in companies, and this phenomenon has been further strengthened by the new communication tools and social media brought by the digital age. In the past, companies largely controlled trends and consumer preferences with traditional advertising and marketing strategies. However, consumers’ increasing awareness and organizational skills have changed these power dynamics. Now, consumers can make their voices heard through social media platforms and digital tools and become an effective force for social change. However, cons

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Temitope, Adenola Adebisi, Onayemi Oluwakemi Oluwafunmilayo, Aremu Fisayo Joseph, and Aikomo Oluwseun Olumide. "Bolstering the moderating role of consumer perception on brand activism and consumer loyalty." International Journal of Innovative Research and Scientific Studies 8, no. 1 (2025): 407–20. https://doi.org/10.53894/ijirss.v8i1.4173.

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In recent years, marketing has shifted as companies increasingly take clear ideological and social stances to establish authenticity and champion causes resonating with their customer base particularly in the global market. This change driven by evolving consumer culture in the Western world reflects consumers' growing expectation for companies to engage actively with social issues. However, this phenomenon of activist brands remains underexplored in Africa especially in Nigeria. Limited literature examines this within the Nigerian context where assumptions suggest that the average Nigerian co

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Misiewicz, Chrystyna, and Krzysztof Stepaniuk. "CONSUMER ACTIVISM ON SOCIAL MEDIA DURING GEOPOLITICAL CONFLICT." Scientific Papers of Silesian University of Technology Organization and Management Series 2024, no. 208 (2024): 331–49. https://doi.org/10.29119/1641-3466.2024.208.19.

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Purpose: This paper aims to examine the dynamics of consumer engagement and sentiment in social media activism during geopolitical conflict, focusing on how consumer activism manifests online. By analyzing user interactions and shifts in sentiment, the study seeks to offer insights into the scale and impact of digital activism, particularly how consumers mobilize on social media in response to geopolitical events. Additionally, the research aims to provide guidance on how brands can adapt their communication strategies to navigate the challenges posed by widespread digital activism effectively

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Shivakanth Shetty, A., Nagendra Belavadi Venkataramaiah, and Kerena Anand. "Brand activism and millennials: an empirical investigation into the perception of millennials towards brand activism." Problems and Perspectives in Management 17, no. 4 (2019): 163–75. http://dx.doi.org/10.21511/ppm.17(4).2019.14.

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The reckless pursuit of social, environmental, political and cultural issues and brands may alienate the very customer base, whom they try to impress, especially the millennials. Hence, this study intends to study the perceptions of millennials towards brand activism, so that the findings from the study can help the brand managers to steer their brands into the troubled waters of brand activism. The methodology followed is HTAB (Hypothesize, Test, Action, Business), a popular analysis framework given by Ken Black in his book titled “Business Statistics: Contemporary Decision Making (6th ed.)”

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Wicaksono, Abdul Rahman Arie, Erick Lauren Ray, and Bayu Giri Prakosa. "The Influence of Brand Activism on Consumer Loyalty and Social Change." Society 13, no. 2 (2025): 698–713. https://doi.org/10.33019/society.v13i2.841.

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This study investigates the influence of brand activism on consumer loyalty and perceived social change, with a particular emphasis on the Indonesian consumer context. In an era increasingly shaped by value-oriented consumption, brand activism has evolved as a strategic corporate response that extends beyond conventional corporate social responsibility (CSR). Unlike traditional CSR, which predominantly emphasizes philanthropy and environmental sustainability, brand activism entails a company’s public engagement with sociopolitical issues, thereby fostering stronger ideological alignment with c

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Kashiparekh, Kahni. "TURNING SOCIAL MEDIA USERS INTO BRAND FOLLOWERS: WHAT WORKS?" INFORMATION TECHNOLOGY IN INDUSTRY 9, no. 1 (2021): 745–52. http://dx.doi.org/10.17762/itii.v9i1.195.

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With the rise of new age media, social media marketing has become one of the most powerful tools in all marketers’ arsenal, and brands’ social media pages have become a way for companies to expand their awareness and customer base. In this paper, factors that attract a social media user to “follow” and engage with brands have been studied, namely, the content and tone used by brands on their social media, online brand communities for the brand, and the brand’s online activism have been identified as some of the important factors. For determination of results, factor analysis through principle

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Kiran, Ammara, Nida Zaheer, Khansa Masood, and Muhammad Rizwan. "Impact of Brand Activism on Brand Personality and Brand Loyalty." Sustainable Business and Society in Emerging Economies 6, no. 1 (2024): 43–56. http://dx.doi.org/10.26710/sbsee.v6i1.2914.

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Objective: This study sets out to deeply explore the way different aspects influence brand loyalty. We're particularly interested in understanding how customers perceive different brands when brands are doing some activities regarding social welfare, and how this participation of brands leads to loyalty. Methodology: We conducted a survey from 251 people using an online questionnaire. The results show that people like to use those brands that actively participate in socio-political activities. This thing increases the trust of customers for a brand as they think it is a good brand and enhances

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Do, Bich Ngoc, Truc Thanh Nguyen, Nhu Trinh Quynh Nguyen, Phung My La, and Nhi Ngoc Yen Nguyen. "How anti-brand activism generate from negative online word of mouth on customer-run communities: the moderating role of physical discomfort." International Journal of Electronic Commerce Studies 15, no. 3 (2024): 59–84. http://dx.doi.org/10.7903/ijecs.2298.

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The rising power of social media is undeniable in brands' health and consumers' confidence. This study explores the influence of negative online word of mouth on brand hate and anti-brand activism behavior. Additionally, psychological discomfort is treated as a moderator to examine the influence on the relationships mentioned above. A quantitative study is adopted. Using data collected from 300 respondents, this paper reveals the following results. First, negative online word-of-mouth on consumer-run social platforms does influence brand hate, which turns to anti-brand activism behavior as a c

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Silveira, Paulo Duarte, Fábio Shimabukuro Sandes, Duarte Xara-Brasil, and Karla Menezes. "Brands’ Green Activism: An Empirical Comparison between Posts of Digital Influencers and Brands." Sustainability 16, no. 16 (2024): 6863. http://dx.doi.org/10.3390/su16166863.

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In this article, we present a study that investigates the effectiveness of social media communication in conveying brands’ green activism actions framed by corporate social responsibility. To address this question, a survey was conducted with 550 participants, comparing their opinions about the green posts made by brands and influencers. Statistical analysis (Wilcoxon rank-sum test means comparison of responses between the two groups) revealed significant differences in consumer perceptions between them. The findings indicate that using social media channels to communicate green initiatives is

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Guèvremont, Amélie. "Opportunistic or relevant brand? How context independence and past coherence shape the effectiveness of brand activism and its positive effect." Journal of Brand Strategy 14, no. 1 (2025): 92. https://doi.org/10.69554/qufw3951.

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Today, more and more brands aspire to transcend their primary function and have a positive impact on society. Brand activism — the appropriation by a brand of sociopolitical issues — is proving to be a relevant avenue for a brand to positively influence mentalities, but this strategy is not without risk. Inconsistency in the effects of activism is noted in the literature, and certain factors seem to moderate reactions. This paper is rooted in current events and proposes two factors frequently observed in activism strategies but not empirically tested until now. More specifically, it evaluates,

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Popp, Bastian, Claas Christian Germelmann, and Benjamin Jung. "We love to hate them! Social media-based anti-brand communities in professional football." International Journal of Sports Marketing and Sponsorship 17, no. 4 (2016): 349–67. http://dx.doi.org/10.1108/ijsms-11-2016-018.

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Purpose Social media has promoted anti-brand communities, which build around the shared aversion to a specific brand. The purpose of this paper is to investigate social media-based anti-brand communities and their effects on the sports team brand in question. Design/methodology/approach The authors conducted a netnographic study of Facebook-based anti-brand communities that oppose a professional football team. Findings The netnographic study reveals characteristics and drivers of Facebook-based anti-brand communities that oppose a professional football team. The research further identifies co-

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Bodkin, Charles D., Louis H. Amato, and Christie H. Amato. "The influence of green advertising during a corporate disaster." Corporate Communications: An International Journal 20, no. 3 (2015): 256–75. http://dx.doi.org/10.1108/ccij-08-2014-0055.

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Purpose – The purpose of this paper is to explore influences of green advertising and social activism during one of the worst adverse public relations episodes in history: the British Petroleum (BP) Deep Water Horizon oil spill. Design/methodology/approach – The study uses self-congruency theory and perception of fit to explore the influence of green advertising and social activism on attitudes toward BP’s advertising, commitment to the environment, brand, and company. The survey data cover periods before, during, and after the spill. Findings – Mean ratings for the BP brand were lower during

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Blickwendel, Freya-Lena, and Peter Kenning. "Does Brand Activism Reinforce Consumer Participation?" Zeitschrift für Wirtschafts- und Unternehmensethik 25, no. 1 (2024): 79–112. http://dx.doi.org/10.5771/1439-880x-2024-1-79.

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The concept of brand activism has recently gained in importance. Nevertheless, theoretically sound studies that address the impact of brand activism are still rare in many areas. This is especially the case with regard to the meaning of brand activism for consumer participation in the context of sustainable consumption. This article focuses on this research gap by using a model developed in the social sciences to derive and empirically test various hypotheses. The results show that brand activism can have an effect on some constructs associated with consumer participation, but that this differ

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Miguel, Alexandra, and Sandra Miranda. "The Brand as an Example for Sustainability: The Impact of Brand Activism on Employee Pro-Environmental Attitudes." Sustainability 16, no. 15 (2024): 6270. http://dx.doi.org/10.3390/su16156270.

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The impact of companies’ social strategies, such as corporate social responsibility (CSR) and brand activism, on corporate advantages like economic and reputational gains has been well documented in the literature. However, research becomes scarcer regarding the broader impacts of these social strategies, namely the promotion of attitudes in favor of society and the environment on the part of company stakeholders. Furthermore, there is still little research on the variables that can mediate this impact, particularly at an identity and emotional level. To cover this gap, this article aims to st

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Limón Guevara, Diana Itzel, and Fernando Javier Cervantes Aldana. "¿Cómo Afecta el Activismo Social de Marca en la Intención de Compra? Estudio Comparativo entre Millennials de México y Argentina." European Scientific Journal, ESJ 19, no. 37 (2023): 31. http://dx.doi.org/10.19044/esj.2023.v19n37p31.

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Este estudio tiene como objetivo explorar el efecto que genera en la intención de compra la campaña que lanzó la marca Nike en el año 2018 relacionada con una causa social. El estudio se centró en los millennials de dos países latinoamericanos: México y Argentina a fin de poder tener un comparativo. La investigación se centra en el entendimiento de que esta campaña forma parte de lo que se conoce como “activismo social de marca” y dado que en la región latina no se han realizado estudios previos para poder medir este fenómeno, se pretende dar un primer acercamiento al tema. La muestra consisti

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Pöyry, Essi, and Salla-Maaria Laaksonen. "Opposing brand activism: triggers and strategies of consumers’ antibrand actions." European Journal of Marketing 56, no. 13 (2022): 261–84. http://dx.doi.org/10.1108/ejm-12-2020-0901.

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Purpose In brand activism, a brand promotes contested sociopolitical causes to highlight its values. Brand activism also alienates those consumers who disagree with the cause, who might, consequently, target the brand with critical, negative or even aggressive actions. This paper aims to study the triggers and strategies of consumers’ antibrand actions given in response to brand activism. Design/methodology/approach Qualitative content analysis and multiple correspondence analysis were used to study consumer responses directed at a chocolate brand’s campaign that advocated civilized online con

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Park, Bumsoo, Sanghyun Park, and Andrew C. Billings. "Separating Perceptions of Kaepernick From Perceptions of His Protest: An Analysis of Athlete Activism, Endorsed Brand, and Media Effects." Communication & Sport 8, no. 4-5 (2019): 629–50. http://dx.doi.org/10.1177/2167479519894691.

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As news media mainly focused on issues of nationalism, many people perceive Colin Kaepernick as unpatriotic, even though his protest was about police brutality and social justice. Therefore, the purpose of this study was to investigate how people perceive athlete activism relative to news media framing and to examine the effects of athlete activism on endorsed brands. Two experimental design studies were conducted. Results indicate that news media influenced individuals’ attitudes toward the protesting athlete. Additionally, prior perceptions of the protesting athlete and the brand were signif

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Gould, Deborah. "Life During Wartime: Emotions and The Development of Act Up." Mobilization: An International Quarterly 7, no. 2 (2002): 177–200. http://dx.doi.org/10.17813/maiq.7.2.8u264427k88vl764.

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Focusing on the street AIDS activist movement ACT UP, this article explores the question of social movement sustainability. Emotions figure centrally in two ways. First, I argue that the emotion work of movements, largely ignored by scholars, is vital to their ability to develop and thrive over time. I investigate the ways AIDS activists nourished and extended an "emotional common sense" that was amenable to their brand of street activism, exploring, for example, the ways in which ACT UP marshaled grief and tethered it to anger; reoriented the object of gay pride away from community stoicism a

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Jenkins, Henry. "Participatory Culture: From Co-Creating Brand Meaning to Changing the World." GfK Marketing Intelligence Review 6, no. 2 (2014): 34–39. http://dx.doi.org/10.2478/gfkmir-2014-0096.

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Abstract Young people’s personal use of social media like blogs, networks and online platforms is actually a double-edged sword. Creativity and action can endorse brands, but they can also harm a brand as the new generation moves from being socially and culturally active to being politically and civically engaged. Brands can be the perfect plugs on which to hang their campaigns. In the example outlined in this article, the Harry Potter brand serves as a good of example to demonstrate such activism. Its entire magical world was embraced, and the company who owns and licenses the brand was syste

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Asenjo Mc Cabe, Susana, and Cristina del Pino-Romero. "EL ACTIVISMO DE MARCA DESDE LA ÓPTICA DEL SECTOR ACADÉMICO, PROFESIONAL Y CONSULTOR." INDEX COMUNICACION 13, no. 01 (2023): 295–319. http://dx.doi.org/10.33732/ixc/13/01elacti.

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Brand Activism consists of corporate efforts to promote, prevent, or direct social, political, economic and/or environmental reform or stagnation with the desire to promote or prevent social improvements (Sarkar y Kotler, 2018). This research aims to shed light on this tool from the point of view of three sectors: the academic, the professional and the consultant, with a methodology based on the in-depth interview technique applied to 28 professionals, and the use of the ATLAS.ti program. The conclusions that have been reached are revealing: brand activism is a long-term, transversal and strat

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Dixon, Marc, Andrew W. Martin, and Michael Nau. "Social Protest and Corporate Change: Brand Visibility, Third-Party Influence, and the Responsiveness of Corporations to Activist Campaigns*." Mobilization: An International Quarterly 21, no. 1 (2016): 65–82. http://dx.doi.org/10.17813/1086-671x-21-1-65.

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From corporate social responsibility initiatives to the adoption of domestic partner benefits in large firms, there is mounting evidence of the impact of activism on corporate behavior. This study advances the understanding of these outside challenges by identifying the multiple and context-dependent ways that movements matter for corporate change. Drawing from data on wide-ranging “corporate campaigns” waged by social movement organizations against corporate targets in the 1990s and early 2000s, our Qualitative Comparative Analysis (QCA) of corporate change outcomes support political and mark

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Eyada, Bassant. "Brand Activism, the Relation and Impact on Consumer Perception: A Case Study on Nike Advertising." International Journal of Marketing Studies 12, no. 4 (2020): 30. http://dx.doi.org/10.5539/ijms.v12n4p30.

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Recently various brands have been promoting their products through social issues that consumers are engaging with, by moving from social corporate responsibility to leadership and harnessing the brands&#39; power to inspire social and environmental problems and change. Whether brands are creating social leadership campaigns to raise profit margins, or because they simply care about the issues they discuss, several brands have been playing this role through their campaigns, as seen for example with brands like Nike, Under Armor, Gillette, and Uber.   This paper follows the quali

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Batista, Juliana Moreira, Lucia S. G. Barros, Fabricia V. Peixoto, and Delane Botelho. "Sarcastic or Assertive: How Should Brands Reply to Consumers’ Uncivil Comments on Social Media in the Context of Brand Activism?" Journal of Interactive Marketing 57, no. 1 (2022): 141–58. http://dx.doi.org/10.1177/10949968221075817.

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Brands are increasingly embracing social activism and adopting positions on controversial issues, prompting some consumers to react by making uncivil comments on social media. How should brands reply to such incivility while maintaining their positions and protecting their reputations? Two common types of reply include either a sarcastic or an assertive tone, but the effects of these types of communication on consumers’ attitudes toward brands remain largely unexplored. Results from a series of five studies exploring different causes (LGBT+ phobia, sexism, and racial equity) show that consumer

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Ninh Nguyen, Hai, and Thanh Binh Nguyen. "Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism." Innovative Marketing 17, no. 4 (2021): 75–87. http://dx.doi.org/10.21511/im.17(4).2021.07.

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The current study develops a research model and explores the correlation between customer sense of online betrayal, brand hate, and anti-brand activism. The outrage customers’ anti-brand behaviors consist of negative online word of mouth, online public complaining, and online boycott. Data from an online survey of 383 online shoppers were used to test seven proposed hypotheses. The partial least square–structural equation modeling (PLS-SEM) was adopted to assess the measurement and structural model. The findings showed that the sense of online betrayal positively and significantly affects bran

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Berestova, Anastasiia, Da-Yeon Kim, and Sang-Yong Kim. "Consumers’ Active Reaction to Brands Taking Stands on Public Issues on Twitter." Sustainability 14, no. 1 (2022): 567. http://dx.doi.org/10.3390/su14010567.

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With the growing interest in sustainability, brands increasingly use social media not simply to advertise their products but also to share their positions on ongoing public issues. This study investigates the effect of public-issue posts on consumers’ active reactions and provides comparisons between two samples—public-issue posts and all Twitter posts. After collecting data from Twitter based on tweets from official sportswear brand pages, we find that public-issue posts have a positive influence on consumers’ active reaction (i.e., number of retweets, number of quotes, number of replies, and

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Nurdiani, Anggi. "Moderating Factors Affecting Brand Loyalty In Boycotts of Israel-Affiliated Brands." Journal of Consumer Studies and Applied Marketing 2, no. 2 (2024): 94–113. http://dx.doi.org/10.58229/jcsam.v2i2.162.

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This study explores how brand loyalty influences Indonesians' decisions to boycott brands associated with Israel following a significant event in October 2023 that renewed global attention on the Palestine-Israel conflict. Employing a mixed-method approach, the research integrated qualitative interviews and quantitative surveys with 546 respondents, analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that brand loyalty significantly negatively affects boycott behavior, indicating that consumers with high brand loyalty are less likely to engage in b

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Kapitan, Sommer, Joya A. Kemper, Jessica Vredenburg, and Amanda Spry. "Strategic B2B brand activism: Building conscientious purpose for social impact." Industrial Marketing Management 107 (November 2022): 14–28. http://dx.doi.org/10.1016/j.indmarman.2022.09.015.

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Dauvergne, Peter. "Is the Power of Brand-Focused Activism Rising? The Case of Tropical Deforestation." Journal of Environment & Development 26, no. 2 (2017): 135–55. http://dx.doi.org/10.1177/1070496517701249.

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Four trends would seem to be empowering environmentalists who target corporations with global brands: the increasing reach of social media, growing numbers of campaigns, the corporate turn toward “sustainability” to create brand value and manage supply chains, and the spread of eco-consumerism. Campaigns since 2007 to demand that brands stop buying palm oil linked to tropical deforestation confirm the rising influence over corporate policies and market demand. Many activists are portraying the outcomes as “victories” toward saving rainforests. Yet, three factors are limiting the value for impr

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Confetto, Maria Giovanna, Maria Palazzo, Maria Antonella Ferri, and Mara Normando. "Brand Activism for Sustainable Development Goals: A Comparative Analysis in the Beauty and Personal Care Industry." Sustainability 15, no. 7 (2023): 6245. http://dx.doi.org/10.3390/su15076245.

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National policymakers are now faced with the challenge of implementing the UN 2030 Agenda for Sustainable Development and achieving the scopes envisioned through its 17 Sustainable Development Goals (SDGs) worldwide. Diversity discrimination and social inequalities often responsible for sociopolitical uncertainty are at the heart of the agenda. Increasingly, corporations are pushed to take a public stance on controversial issues, promoting social improvements through their power to lead social change. This phenomenon is known in the academic literature as brand activism (BA). Many companies, f

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Pinazo-Calatayud, Daniel, Eloisa Nos-Aldas, and Sonia Agut-Nieto. "Positive or negative communication in social activism." Comunicar 28, no. 62 (2020): 69–78. http://dx.doi.org/10.3916/c62-2020-06.

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This study analyses the role of communication in social activism from models that surpass the mere emotional reaction, prior belief reinforcement or brand identification. This paper tests the hypothesis that a message focused on the cause (and its results) will motivate a previously sensitized audience depending on their interactions with source favorability. The methodology is based on the design of a bifactor experimental action result study 2 (failure versus success) x 2 valences (favorable versus unfavorable source) with the participation of 297 people who are pro-avoidance of evictions. T

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Allison, Anne. "The Cool Brand, Affective Activism and Japanese Youth." Theory, Culture & Society 26, no. 2-3 (2009): 89–111. http://dx.doi.org/10.1177/0263276409103118.

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Japanese youth goods have become globally popular over the past 15 years. Referred to as `cool', their contribution to the national economy has been much hyped under the catchword Japan's `GNC' (gross national cool). While this new national brand is indebted to youth — youth are the intended consumers for such products and sometimes the creators — young Japanese today are also chastised for not working hard, failing at school and work, and being insufficiently productive or reproductive. Using the concept of immaterial labor, the article argues that such `J-cool' products as Pokémon are both b

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Mulyono, Herry, and Benediktus Rolando. "Consumer boycott movements: Impact on brand reputation and business performance in the digital age." Multidisciplinary Reviews 8, no. 9 (2025): 2025291. https://doi.org/10.31893/multirev.2025291.

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Consumer boycotts have emerged as a significant force in modern markets, with research indicating that up to 42% of multinational corporations and 54% of prominent brands currently face such actions. The growing prevalence of consumer activism represents a fundamental shift in consumer-corporate relationships, where ethical considerations increasingly drive purchasing decisions. Despite extensive research on boycott outcomes, significant gaps exist in understanding the longitudinal effects of boycotts across diverse cultural contexts and the specific mechanisms through which social media ampli

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D’Amelio, Maria Elena. "Chiara Ferragni, fashion and digital brand-mom activism." Film, Fashion & Consumption 12, no. 2 (2023): 169–79. http://dx.doi.org/10.1386/ffc_00060_1.

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Chiara Ferragni is a renowned fashion influencer and transnational celebrity. After her hyper-celebrated marriage with Italian rapper Fedez and the creation of the international celebrity brand Ferragnez, Chiara Ferragni is now a full transmedia celebrity, with the docu-film Chiara Ferragni-Unposted (2019) and her participation in the 2023 Sanremo Festival, the main national popular television singing event in Italy. The aim of this article is to analyse Ferragni’s transmedia communication during her Sanremo appearances through her use of fashion as a communicative strategy to raise awareness

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Rahmawati, Aulia, Syafrida Nurrachmi Febriyanti, Belinda Firda Mila Fitria, Haris Hanan, and Gregorius Satrio Adi Arto Pambudi. "Green and glam: Celebritisation of environmental activism on instagram." Bricolage : Jurnal Magister Ilmu Komunikasi 10, no. 2 (2024): 177. http://dx.doi.org/10.30813/bricolage.v10i2.5331.

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<p>This study examines the celebritization of environmental activism on Instagram, focusing on two prominent Indonesian public figures: Hamish Daud and Nadine Chandrawinata. Through a qualitative discourse analysis of their Instagram posts from July to December 2023, we explore how environmental<br />sustainability is intertwined with the process of celebritization in the Indonesian context. Drawing on Driessens' (2013) framework of mediatization, personalization, and commodification, and employing Stuart Hall's encoding/decoding model, this research investigates how these celebrit

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Cambefort, Marine, and Elyette Roux. "A typology of the perceived risks in the context of consumer brand resistance." Journal of Product & Brand Management 28, no. 5 (2019): 575–85. http://dx.doi.org/10.1108/jpbm-03-2018-1792.

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Purpose This paper aims to provide a typology of perceived risk in the context of consumer brand resistance and thus answers the following question: how do consumers perceive the risk they take when resisting brands? Design/methodology/approach Two qualitative methods were used. In-depth interviews were carried out with 15 consumers who resist brands. An ethnography was carried out for ten months in an international pro-environmental NGO. Findings This multiple qualitative method design led to the identification of four types of risks taken by consumers. The four categories of perceived risks

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Brandão, Amélia, and Paolo Popoli. "“I’m hatin’ it”! Negative consumer–brand relationships in online anti-brand communities." European Journal of Marketing 56, no. 2 (2022): 622–50. http://dx.doi.org/10.1108/ejm-03-2020-0214.

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Purpose This paper aims to provide a better understanding of negative consumer–brand relationships in social-media-based anti-brand communities from a consumer culture theory (CCT) perspective. In particular, it investigates the purpose and the meaning of the consumer participation in online anti-brand communities, also through the analysis of the ways in which they express negative feelings toward the hated brands. Design/methodology/approach This study applies a “symbolic netnographic” method to six anti-brand communities related to four global brands, namely, Apple, Nestlé, Uber and McDonal

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DWI ANDRIANI, ASTRI, and IRFAN SOPHAN HIMAWAN. "Global Brand Narratives Amidst Pro-Palestinian Boycotts: A Critical Discourse Analysis in Southeast Asia." Jurnal Komunikasi: Malaysian Journal of Communication 41, no. 2 (2025): 384–404. https://doi.org/10.17576/jkmjc-2025-4102-22.

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The escalation of the Israel–Palestine conflict in October 2023 has intensified pro-Palestinian boycotts across Southeast Asia, challenging global brands like Starbucks, Coca-Cola, and Unilever. This study explores how these multinational companies adapt their brand narratives amid rising socio-political and religious sensitivities in Muslim-majority countries. Using Critical Discourse Analysis (CDA), it examines corporate communication—ads, press releases, and social media—released between October 2023 and March 2025. This 18-month period offers a longitudinal view of shifting branding strate

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Trilupaitytė, Skaidra. "Meninio aktyvizmo įmuziejinimas. Arba kritika kaip ekspozicijos objektas." Lietuvos kultūros tyrimai 11 (2019): 96–110. https://doi.org/10.53630/lkt.2019.3.

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The text focuses on the shape of social and artistic activism in the discourse deployed by contemporary museum. Taking into account the theoretical approach of Boris Groys on art activism, along the differences he noticed between contemporary activism and the artistic criticism of the late seventies, the article discusses how artistic protests and forms of opposition become important aspect of the institutional identity. First, the attempt is made to clarify the notions of artistic protests in regard of Fluxus movement in Lithuania. Second, the article shows that political consensus in neolibe

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Hartika, Martania, Pawito, and Prahastiwi Utari. "Brand activism on the digital public sphere: campaign content analysis of #BringBackOurBottle on Instagram." IOP Conference Series: Earth and Environmental Science 1016, no. 1 (2022): 012027. http://dx.doi.org/10.1088/1755-1315/1016/1/012027.

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Abstract Brand activism is one of the organizational initiative practices voluntarily conducted to promote social, economic, environmental, and cultural issues which are considered as important matter and have wide impact for society aligned with the company’s vision and mission. Recently, this kind of activity mostly carried on social media as public sphere which becomes media communication, such as campaign to reduce plastic wastes conducted by The Body Shop Indonesia as effort to reduce environmental disaster and climate change impact. In this research, the researcher focused on the #BringB

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Elshaer, Ibrahim A., Alaa M. S. Azazz, Sameh Fayyad, et al. "Consumer Boycotts and Fast-Food Chains: Economic Consequences and Reputational Damage." Societies 15, no. 5 (2025): 114. https://doi.org/10.3390/soc15050114.

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The increasing avoidance of international fast-food chains is a widespread phenomenon influenced by economic, social, and political factors. This study examines the risks and implications of restaurant boycotts, focusing on their role in social justice movements and economic shifts. The authors employed the qualitative approach; using an exploratory case study and a critical discourse analysis, we investigated consumer motivations for avoidance, the financial and reputational risks businesses face, and how corporate responses shape brand perception. By integrating political consumerism and soc

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Wisnusyah, Muhammad, Delvin Pramata, Melisa Suciati, and Bagus Budiono. "Consumers' Meaning-Making of the Starbucks Boycott Campaign in the Context of the Israel-Palestine Conflict." Communicatus: Jurnal Ilmu komunikasi 9, no. 1 (2025): 19–36. https://doi.org/10.15575/cjik.v9i1.44903.

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The escalating Israel-Palestine conflict has triggered a wave of global consumer activism, one of which is a boycott campaign targeting multinational brands such as Starbucks. This phenomenon highlights the strong connection between political identity, moral expression, and consumer behavior. This study aims to explore how individuals receive, interpret, and respond to boycott messages against Starbucks within the context of the conflict. Employing a qualitative descriptive phenomenological approach, data were collected through in-depth interviews and digital archive analysis. Informants were

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Bhagwat, Yashoda, Nooshin L. Warren, Joshua T. Beck, and George F. Watson. "Corporate Sociopolitical Activism and Firm Value." Journal of Marketing 84, no. 5 (2020): 1–21. http://dx.doi.org/10.1177/0022242920937000.

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Stakeholders have long pressured firms to provide societal benefits in addition to generating shareholder wealth. Such benefits have traditionally come in the form of corporate social responsibility. However, many stakeholders now expect firms to demonstrate their values by expressing public support for or opposition to one side of a partisan sociopolitical issue, a phenomenon the authors call “corporate sociopolitical activism” (CSA). Such activities differ from commonly favored corporate social responsibility and have the potential to both strengthen and sever stakeholder relationships, thus

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Forés Rossell, Maria Consuelo. "Shakespeare for Revolution: From Canon to Activism in V for Vendetta and Sons of Anarchy." Revista Alicantina de Estudios Ingleses, no. 33 (December 23, 2020): 85. http://dx.doi.org/10.14198/raei.2020.33.07.

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Shakespeare’s works have long been a place of cultural and political struggles, and continues to be so. Twenty-first century non-canonical fiction is appropriating Shakespeare for activist purposes. The present article will analyze this phenomenon, applying the concept of cultural capital, the theories of cultural materialism, intertextuality, and appropriation in relation to popular culture, in order to study how Shakespeare’s plays are being appropriated from more radically progressive positions, and resituated in alternative contexts. Among the plethora of Shakespearean adaptations of the l

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