Brands taking a stand: Authentic brand activism or woke washing?
In today's marketplace, consumers want brands to take a stand on sociopolitical issues.
When brands match activist messaging, purpose, and values with prosocial corporate …
When brands match activist messaging, purpose, and values with prosocial corporate …
Brand activism: A literature review and future research agenda
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 …
attention from scholars. Research on this topic is still at an exploratory stage and in need of …
Woke brand activism authenticity or the lack of it
The increasing popularity of woke brand activism, tied to movements such as Black Lives
Matter and Me Too, is creating new opportunities for brands to signal their responsibility and …
Matter and Me Too, is creating new opportunities for brands to signal their responsibility and …
Opportunities for social activism in transformative service research: a research agenda
Purpose This paper highlights the potential of social activism–defined as a public act that
aims to challenge the status quo by bringing alternative views or narratives to the debate–in …
aims to challenge the status quo by bringing alternative views or narratives to the debate–in …
CEO activism and firm value
We investigate the increasingly common practice of chief executive officers (CEOs) taking
public stances on social and political issues (CEO activism). We find that CEO activism …
public stances on social and political issues (CEO activism). We find that CEO activism …
Fostering employee support for corporate social advocacy (CSA) through dialogic internal communication and transformational leadership
Y Kim, S Meganck - Journal of Public Relations Research, 2024 - Taylor & Francis
This study advocates an integrative, inside-out approach to Corporate Social Advocacy
(CSA), emphasizing the development of robust internal support among employees. It …
(CSA), emphasizing the development of robust internal support among employees. It …
Peer effects on brand activism: evidence from brand and user chatter on Twitter
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 …
frequency, the predictors of such strategies are still under-explored. In this research, we …
A processual model of CEO activism: Activities, frames, and phases
L Olkkonen, M Morsing - Business & society, 2023 - journals.sagepub.com
Chief executive officers (CEOs) engage in activism when they take public stances on
sensitive socio-political issues. In this study, we address the less-explored activities that …
sensitive socio-political issues. In this study, we address the less-explored activities that …
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 …
# 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 …