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When Brands Take a Stand - Navigating Emotional Reactions to Brand Activism

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  • Wannow, Stefanie
  • Haupt, Martin

Abstract

Brands increasingly take a stand on controversial sociopolitical topics – and receive applause as well as severe backlash. Based on four clusters of moral emotions, this paper provides a framework for managers to better understand consumers' emotional responses to brand activism and design future campaigns more effectively.

Suggested Citation

  • Wannow, Stefanie & Haupt, Martin, 2022. "When Brands Take a Stand - Navigating Emotional Reactions to Brand Activism," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 39(2), pages 44-51.
    • Handle: RePEc:zbw:hsgmrs:276182
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    File URL: https://www.econstor.eu/bitstream/10419/276182/1/MRSG_2022_2_44-51.pdf
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    Cited by:

    1. Stefanie Wannow & Martin Haupt & Martin Ohlwein, 2024. "Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 168-192, March.

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