Brand activism is a new and fragmented phenomenon that has been attracting growing
attention from scholars. Research on this topic is still at an exploratory stage and in need of …

This paper offers an integrative conceptual framework to posit brand activism (BA) as an
organisation-driven phenomenon pertaining to the strategic marketing field. It is reasoned …

This study investigates the effect of message abstractness in construing brand activism
messages. Its primary objective is to compare the effect of abstract vs. concrete internal vs …

Purpose The young members of Generation Z, who are hyperconnected and addicted to
social media, are thought to be particularly sensitive to environmental and social concerns …

Brand activism, defined as a brand's act of taking a public stand on sociopolitical issues, has
emerged as a new marketing tactic in recent years. Many brands use social media to …

Purpose The study was conducted to investigate the impact of Generation Z's perceptions of
brand activism on brand loyalty through the mediating role of brand attitude and brand trust …

Leveraging the context of artificial intelligence (AI)‐enabled checkouts (eg, Grab‐and‐Go
checkouts), we show that, across four studies, consumer response depends on their political …

Although brands appear to be taking public stands on sociopolitical issues with increasing
frequency, the predictors of such strategies are still under-explored. In this research, we …

Empirical evidence concerning the effects of brand activism on brand equity is growing but
remains mixed at best. Although non-profit brands increasingly implement activism …

How are brands navigating the tension of being cultural and market players in woke times?
What are the futures of brand activism and how can brands and social media contribute to …