Strategic B2B brand activism: Building conscientious purpose for social impact
In the business-to-business (B2B) domain, brand activism is growing as a tool for attending
to social problems and achieving brand differentiation. In this paper, we introduce B2B …
to social problems and achieving brand differentiation. In this paper, we introduce B2B …
Who is more responsive to brand activism? The role of consumer-brand identification and political ideology in consumer responses to activist brand messages
Purpose Through activism, brands participate in the sociopolitical controversies that shape
society today. Based on social identity theory, this study aims to examine the moderating …
society today. Based on social identity theory, this study aims to examine the moderating …
Differential response to corporate political advocacy and corporate social responsibility: Implications for political polarization and radicalization
In recent years, firms have become increasingly involved in sociopolitical issues via
corporate political advocacy (CPA) and corporate social responsibility (CSR) while …
corporate political advocacy (CPA) and corporate social responsibility (CSR) while …
Quantitative research on corporate social responsibility: A quest for relevance and rigor in a quickly evolving, turbulent world
In this article, the co-editors of the corporate responsibility: quantitative issues section of the
journal provide an overview of the quantitative CSR field and offer some new perspectives …
journal provide an overview of the quantitative CSR field and offer some new perspectives …
Firm value impact of corporate activism: Facebook and the stop hate for profit campaign
Corporate activism is a growing practice whereby companies take a stand on a social,
political, or environmental issue, usually controversial, to contribute to social change. This …
political, or environmental issue, usually controversial, to contribute to social change. This …
Navigating geopolitical turmoil: corporate responses to the war in Ukraine and its impact on consumer Mindset
Following Russia's 2022 invasion of Ukraine, many companies withdrew from or altered
their Russian operations. This research explores the impact of such corporate actions on …
their Russian operations. This research explores the impact of such corporate actions on …
From warmth to warrior: Impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity
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 …
remains mixed at best. Although non-profit brands increasingly implement activism …
Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism
As brand activism continues to move up the corporate agenda, a more comprehensive
understanding of its effects is needed. This paper contributes to the evolving research by …
understanding of its effects is needed. This paper contributes to the evolving research by …
# Activism: Investor reactions to corporate sociopolitical activism
Corporations, which in the past have been hesitant to contribute to conversations regarding
political and social issues, are increasingly speaking out on current issues such as race …
political and social issues, are increasingly speaking out on current issues such as race …
When corporate social advocacy meets controversial celebrity: the role of consumer–brand congruence and consumer-celebrity congruence
This study investigates the role of consumer–brand congruence and consumer–celebrity
congruence in the formation of consumer attitudes toward brands and their impact on …
congruence in the formation of consumer attitudes toward brands and their impact on …