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 …

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 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 …

Purpose Using political corporate social responsibility (PCSR) as a theoretical framework,
this study aims to examine how multinational corporations (MNCs) can function as nonstate …

Purpose Against the backdrop of the Russia-Ukraine conflict and ensuing industrial turmoil
as well as the pressure of stakeholder sentiments, numerous US-based multinational B2B …

In a polarised geopolitical climate, brands are expected to expand their societal role into
previously uncharted domains. However, navigating these complex tensions is challenging …

Framing of the research. Many brands have started acting as political activists, taking public
actions in favor of or against contentious issues such as immigration, police brutality …

The multinational company Unilever has faced a crisis due to boycott calls initiated by
several countries worldwide, significantly impacting the company's revenue. This study aims …