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 …

Abstract Based on the Stimulus-Organism-Response (S–OR) theory and attachment theory,
this study investigates the proposed conceptual model of corporate wrongdoing and brand …

The extant literature on dark side of consumer-brand relationship is still growing. Recently,
researchers have given it notable concentration, yet some gaps exist specifically in context …

This study sought to investigate the relationship between social media brand engagement
and resilience to negative word of mouth (RNWOM) when mediated by brand familiarity …

The paper investigates the impact of negative online word-of-mouth (OWOM) generated
from online consumer-run communities on brand hate and brand activism and the …

This study uses a descriptive-correlational approach that is both empirically grounded and
practically relevant. Pakistani university students make up a portion of the sample …

This research focused on brand activism campaigns in a global marketing context. It
explored how consumers judge a brand's activism authenticity. An online survey was …

As the demand for sustainable and environmentally friendly products continues to rise,
consumers have become more discerning in their brand choices. This has resulted in many …

This paper analyses consumers' perceptions of brand activism campaigns, a newly
emerging phenomenon that has recently attracted deep attention from both scholars and …

Many companies have participated in brand activism and corporate social responsibility
(CSR) campaigns promoting different social causes. It has been found that a company's …