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 …

Embracing diversity and promoting inclusion is a critical challenge for marketers to meet the
diverse consumers' needs and have a positive social impact. Despite increasing attention to …

In light of the critical need for businesses to cultivate enduring customer relationships, this
study investigates the role of customer gratitude (CG). Research has demonstrated that …

The role of Instagram brand messaging as a force for good is examined when a brand's
mission is creating societal change and where being authentic can also lead to controversy …

In an age of increasing stakeholder activism, seen in movements like Fridays for Future,
MeToo, and Black Lives Matter, and demands from socially conscious consumers …

The relationship between brand activism and other forms of activism, as well as the potential
paradoxes that may arise from practicing brand activism, has not been fully addressed in the …

Purpose This paper aims to investigate the influence of consumer–brand values deviation
on consumer reactions transactionally (ie purchase intention) and relationally (ie brand …

An increasing number of brands are taking a stance on current socio-political issues such as
climate change, racism, and LGBTQ discrimination, thereby adopting a purpose-driven …

This study aims to conceptualize an emerging and still understudied phenomenon, defined
as university activism. Academic institutions appear to be following the same path as activist …

This paper represents a pioneering exploration of how brand activism influences consumer
responses to performance and value-related failures. Specifically, across two experiments …