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Commentary: Brand Activism in a Political World
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Social Identity and the Service-Profit Chain
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STRATEGIC CHANGE: THE EFFECTS OF FOUNDING AND HISTORY.
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Going against the Tide: How Self-Construal Moderates Receptivity towards Popular Brand Activism
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Consumer response to corporate political advocacy: the role of policy attitudes, policy change, and perceived controversy
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Beyond the bottom line: The influence of political ideology on preference for corporate sociopolitical activism
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The impacts of Brand Activism on firm value: an emerging market perspective
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The impact of brand activism on consumer behaviors: Examining the contrasting roles of admiration and anger
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Care-based corporate sociopolitical activism: identifying dark sides and envisioning an ethical framework
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Consumer attitudes toward brand supportive communication during geopolitical crises
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The power of effortful communication in recovering from woke-washing allegations: impact on brand morality and firm outcomes
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The enterprise activism risk model: How good intentions can jeopardize business success
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The strength of stance: The impact of brand activism on resistance to negative information, purchasing, and premium paying intents across different types of failures
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Left out, stay out? The impact of social exclusion on consumer engagement in brand activism
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Time tells all: The impact of long-term brand activism on brand loyalty and hypocrisy perceptions
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Friend or faux: Testing the perceived authenticity of corporate socio-political activism messages on Instagram through the lens of Black Lives Matter
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Normative Foundations for Assessing Corporate Governing
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Brand attachment: a review and future research
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A counterinsurgent (COIN) framework to defend against consumer activists
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From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity
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Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism
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Brand activism as a marketing strategy: an integrative framework and research agenda
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From Dr. Seuss to Barbie’s cancellation: brand’s institutional work in response to changed market logics
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The influence of marketing communications agencies on activist brands’ moral competency development and ability to engage in authentic brand activism: Wieden+Kennedy ‘Just Does It’
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How persuasive is woke brand communication on social media? Evidence from a consumer engagement analysis on Facebook
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Leveraging moral foundations theory in sociopolitical campaigns: an empirical investigation on how brands can persuade university-affiliated consumers with moral reframing
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How the Timing of LGBT+ Brand Activism Affects Consumer Responses: Better Early Than Late?
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Advertising during COVID-19: Exploring Perceived Brand Message Authenticity and Potential Psychological Reactance
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Riding the Wave: How and When Public Issue Salience Impacts Corporate Social Responsibility Advertising
inferred← citeshttps://doi.org/10.1080/00913367.2023.2217866openalex-snapshot
Transcendent Brand Activism Advertising: Explicating the Roles of Color and Message Framing in Advertising Effectiveness
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The Role of Consumer Speech Acts in Brand Activism: A Transformative Advertising Perspective
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Racialized environmental injustice and green advertising: how color-conscious and colorblind strategies influence majority and minority consumers’ green cognitions
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Progressive or regressive? Refining brand activism with a consumer-centric perspective by integrating cultural tightness-looseness and political ideology
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From awareness to action: the role of brand activism advertising in shaping consumers’ attitudes and prosocial intentions
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The zones of brand activism: distinguishing brand, issue, marketplace and societal influence
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Playing on a moving pitch: foregrounding the impact of sociocultural contexts on social movements and brands
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From the streets to the classroom: power analysis as a tool for critical pedagogy
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Brand activism in the era of permacrisis: systematic literature review and future research agenda
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How Do Consumers Respond to Brand Activism Campaigns? Exploring the Relationship Between Authenticity, Brand Value Congruence, Brand Identification, and Political Ideology
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Brand activism change agents: strategic storytelling for impact and authenticity
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Voice of the stars - exploring the outcomes of online celebrity activism
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The times they are a-changing: examining the effects of luxury brand activism on political consumerism and eWOM
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Who cares about purpose? Identifying consumer segments for social purpose branding
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Semiotic opportunism and the “Brand as fan”: corporate performances of fandom in the Taylor Swift “Orange Rush”
inferred← citeshttps://doi.org/10.1080/10496491.2024.2422877openalex-snapshot
It’s a Match: The Impact of Influencer-Message Congruence and Recipients Identity on Perceptions of Rainbowwashing
inferred← citeshttps://doi.org/10.1080/10496491.2026.2616629openalex-snapshot
A Moderated Mediation Model of Moral Reasoning Strategies and Political Ideology: Brand Activism Context
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Covid-19 and Advertising: The Case for a Paradigm Shift
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Where does brand activism authenticity stand in a divisive marketplace? New challenges and future research directions
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Explaining support for and resistance to brand activism through the Theory of Planned Behavior
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Linear TV audience deficiency units in marketing mix models: Tilting at windmills or misleading marketing communication spend optimization
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A strategic approach to CEO activism: issue selection and communication of motives
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Actions speak louder than words: Brand activism effort effect on brand outcomes
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Performative or principled? The role of brand credibility and congruity in activism marketing effectiveness
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What Is Brand Activism? Explicating Consumers’ Perceptions of Its Characteristics, Authenticity, and Effectiveness
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Brands as Social Justice Educators: How Social Media Brand Activism Influences Psychological Processing of Advertising Advocating Transgender Rights
inferred← citeshttps://doi.org/10.1080/15252019.2025.2467051openalex-snapshot
Digital Brand Activism and Collective Action: Mapping Challenges and Strategies
inferred← citeshttps://doi.org/10.1080/1553118x.2025.2466505openalex-snapshot
Companies as Critics, Adapters, and Pioneers: Motives, Strategies, and Risks of Corporate Social Advocacy
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Brands Driving Social Change: The Impact of Social Brand Activism on Consumers Pro-Social and Pro-Environmental Attitudes
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Unveiling femvertising: examining gratitude, consumers attitude towards femvertising and personality traits
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Real Men Don’t Buy “Mrs. Clean”: Gender Bias in Gendered Brands
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A Tale of Two “Ideologies”: Differences in Consumer Response to Brand Activism
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The Three Musketeers? The Roles of Authenticity, Justice, and Empathy in Consumer Responses to Brand-Issue Incongruence
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Political Leaders or Social Media Influencers? The Cases of Alexandria Ocasio-Cortez and Chiara Ferragni
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Three Themes for the Future of Brands in a Changing Consumer Marketplace
inferred← citeshttps://doi.org/10.1093/pnasnexus/pgae313openalex-snapshot
Understanding reaction to corporate activism: The moderating role of polarization
inferred← citeshttps://doi.org/10.1108/978-1-83608-772-420251001openalex-snapshot
Building a Sustainable Brand: The Role of Green Marketing
inferred← citeshttps://doi.org/10.1108/978-1-83608-806-620251005openalex-snapshot
Extending the Social Brand Activism Framework: A Comprehensive Exploration of Regressive Brand Activism – Definition, Dimensions and Manifestations
inferred← citeshttps://doi.org/10.1108/978-1-83708-230-820261017openalex-snapshot
Beyond the Buzzwords: An Astonishing Study on the Effectiveness of Sustainable Brand Activism on Gen Z Consumer Loyalty and Brand Advocacy
inferred← citeshttps://doi.org/10.1108/apjml-06-2024-0834openalex-snapshot
How does brand activism trigger consumers’ boycott? The mediating role of psychological contract violation
inferred← citeshttps://doi.org/10.1108/ccij-03-2026-0085openalex-snapshot
Why CSA can make or break an organization's image: the fit between socio-political stance, organizational values, and stakeholder attitudes
inferred← citeshttps://doi.org/10.1108/ccij-07-2025-0165openalex-snapshot
The impact of message assertiveness on corporate activism: how messaging style and user comments shape perceptions of corporate hypocrisy
inferred← citeshttps://doi.org/10.1108/edi-05-2022-0126openalex-snapshot
Authentic brand positioning or woke washing? LGBTQI+ consumer perceptions of brand activism
inferred← citeshttps://doi.org/10.1108/ejm-08-2022-0588openalex-snapshot
Social purpose branding approaches: a typology of how brands engage with a social purpose
inferred← citeshttps://doi.org/10.1108/ejm-08-2023-0617openalex-snapshot
All are welcome! How power distance belief and religiosity impact consumer responses to corporate racial equity initiatives
inferred← citeshttps://doi.org/10.1108/ejm-09-2020-0670openalex-snapshot
Can the marketing department benefit from socially responsible marketing activities? The role of legitimacy and customers’ interest in social responsibility
inferred← citeshttps://doi.org/10.1108/ejm-09-2021-0696openalex-snapshot
Brand approaches to diversity: a typology and research agenda
inferred← citeshttps://doi.org/10.1108/ejm-12-2020-0901openalex-snapshot
Opposing brand activism: triggers and strategies of consumers’ antibrand actions
inferred← citeshttps://doi.org/10.1108/ijchm-03-2024-0398openalex-snapshot
Women empowerment in restaurants: effects of femvertising, purplewashing and feminist identity on consumers’ willingness to pay a premium
inferred← citeshttps://doi.org/10.1108/imr-09-2023-0237openalex-snapshot
Drivers and mechanisms of consumer attitudes toward global brand activists: a mediated approach
inferred← citeshttps://doi.org/10.1108/jcm-11-2024-7392openalex-snapshot
Expanding boycott repertoire: politically motivated consumer boycotts as a reaction to brands’ political alignment
inferred← citeshttps://doi.org/10.1108/jcom-01-2026-0035openalex-snapshot
Beyond boundaries: towards a conceptual and theoretical explanation of the transgressive nature of brands
inferred← citeshttps://doi.org/10.1108/jcom-12-2021-0143openalex-snapshot
The positioning of CEOs as advocates and activists for societal change: reflecting media, receptive and strategic cornerstones
inferred← citeshttps://doi.org/10.1108/jhass-05-2023-0053openalex-snapshot
Femvertising social marketing: a focus on perceived authenticity and perceived congruence of the advertising and consumers' attitudes toward female portrayal
inferred← citeshttps://doi.org/10.1108/jpbm-03-2020-2805openalex-snapshot
Sociopolitical activist brands
inferred← citeshttps://doi.org/10.1108/jpbm-04-2024-5082openalex-snapshot
Selective brand activism: when brands lend sociopolitical issues inconsistent support
inferred← citeshttps://doi.org/10.1108/jpbm-04-2024-5112openalex-snapshot
The brand behind the curtain: decoupling, recoupling and moral conflict in social media
inferred← citeshttps://doi.org/10.1108/jpbm-05-2020-2889openalex-snapshot
To be or not to be equal: the impact of pride on brands associated with dissociative out-groups
inferred← citeshttps://doi.org/10.1108/jpbm-05-2025-5991openalex-snapshot
Exploring consumer support for brand activism: a four-segment typology
inferred← citeshttps://doi.org/10.1108/jpbm-06-2021-3528openalex-snapshot
Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward
inferred← citeshttps://doi.org/10.1108/jpbm-07-2023-4588openalex-snapshot
Investigating brand-issue fit in corporate social advocacy from the perspective of expectancy violation
inferred← citeshttps://doi.org/10.1108/jpbm-07-2023-4595openalex-snapshot
What drives business-to-business brands to be conscientious?
inferred← citeshttps://doi.org/10.1108/jpbm-07-2024-5328openalex-snapshot
Community internal activism for CSR brand repositioning
inferred← citeshttps://doi.org/10.1108/jpbm-08-2024-5398openalex-snapshot
From unity to uproar: exploring how advocacy fusion and relationship norms shape cause advocate response to brand activism
inferred← citeshttps://doi.org/10.1108/jpbm-10-2022-4193openalex-snapshot
Who is more responsive to brand activism? The role of consumer-brand identification and political ideology in consumer responses to activist brand messages
inferred← citeshttps://doi.org/10.1108/jpbm-10-2024-5541openalex-snapshot
Navigating brand activism: the role of brand betrayal and brand anthropomorphism in influencing consumer backlash
inferred← citeshttps://doi.org/10.1108/jpbm-11-2024-5612openalex-snapshot
Authenticity and belief congruence: evaluating consumer responses to confrontational and nonconfrontational brand activism
inferred← citeshttps://doi.org/10.1108/jpbm-12-2025-6580openalex-snapshot
From purpose claims to action: a grounded framework of brand purpose activation pathways
inferred← citeshttps://doi.org/10.1108/qmr-02-2024-0025openalex-snapshot
Hearts, high fives and insults: how consumers respond to brands taking a controversial stand
inferred← citeshttps://doi.org/10.1108/sjme-07-2025-0230openalex-snapshot
Brand activism and consumer involvement: a mixed-method study on a digital ad campaign
inferred← citeshttps://doi.org/10.1111/1468-5973.70084openalex-snapshot
Can Brand Activism Help? The Effects of Fit and Consumer Trait in Building Brand Trust
inferred← citeshttps://doi.org/10.1111/1468-5973.70212openalex-snapshot
Patriotic Corporate Social Responsibility Under Geopolitical Sovereignty Threats: Evidence From Ukrainian Fashion Brands During Wartime
inferred← citeshttps://doi.org/10.1111/basr.12314openalex-snapshot
Sustainable marketing: an exploratory study of a sustain‐centric, versus profit‐centric, approach
inferred← citeshttps://doi.org/10.1111/corg.12406openalex-snapshot
Ideological homophily in board composition and interlock networks: Do liberal directors inhibit viewpoint diversity?
inferred← citeshttps://doi.org/10.1111/ijcs.12967openalex-snapshot
BRAND ACTIVISM: A Literature Review and Future Research Agenda
inferred← citeshttps://doi.org/10.1111/joca.70072openalex-snapshot
Generative AI in Brand Activism: Impacts on Consumers’ Negative Affect and Decision Comfort
inferred← citeshttps://doi.org/10.1111/jpim.12688openalex-snapshot
Board political ideological diversity and information exposure as antecedents to value creation and value appropriation
inferred← citeshttps://doi.org/10.1123/jsm.2023-0269openalex-snapshot
Team Identity and Environmentalism: The Case of Forest Green Rovers
inferred← citeshttps://doi.org/10.1177/00076503221110184openalex-snapshot
A Processual Model of CEO Activism: Activities, Frames, and Phases
inferred← citeshttps://doi.org/10.1177/00076503261478754openalex-snapshot
Doubling Down on Brand Activism: A Multilayered Framing Contest Following Brand-Initiated Provocation
inferred← citeshttps://doi.org/10.1177/00222429211023040openalex-snapshot
Shedding Light on the Dark Side of Firm Lobbying: A Customer Perspective
inferred← citeshttps://doi.org/10.1177/0276146720978261openalex-snapshot
The Powers and Perils of Societal Advertising
inferred← citeshttps://doi.org/10.1177/02761467211043074openalex-snapshot
Transformative Branding: A Dynamic Capability To Challenge The Dominant Social Paradigm
inferred← citeshttps://doi.org/10.1177/02761467221080442openalex-snapshot
PLANT VERSUS COW: Conflict Framing in the Ant/Agonistic Relegitimization of a Market
inferred← citeshttps://doi.org/10.1177/0743915620947359openalex-snapshot
Brands Taking a Stand: Authentic Brand Activism or Woke Washing?
inferred← citeshttps://doi.org/10.1177/0743915620949261openalex-snapshot
Marketing’s Role in Understanding Political Activity
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