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Brand activism: Does courting controversy help or hurt a brand?

Citations

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Cited by:

  1. Pomerance, Justin & Zifla, Ermira, 2025. "Beyond the bottom line: The influence of political ideology on preference for corporate sociopolitical activism," Journal of Business Research, Elsevier, vol. 200(C).
  2. Pedersen, Carsten Lund, 2023. "The paradoxical marketer: Interpretations, illustrations, and implications," Business Horizons, Elsevier, vol. 66(6), pages 765-776.
  3. Louise May Hassan & Miriam McGowan & Edward Shiu, 2025. "They’re not my people: When inclusive marketing backfires," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 563-587, March.
  4. Kokkoris, Michail D. & Kamleitner, Bernadette, 2026. "Is authenticity rewarded or inauthenticity penalized? Reconsidering the value of brand authenticity," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
  5. Mirzaei, Abas & Wilkie, Dean C. & Siuki, Helen, 2022. "Woke brand activism authenticity or the lack of it," Journal of Business Research, Elsevier, vol. 139(C), pages 1-12.
  6. Nguyen, Nga & Priporas, Constantinos-Vasilios & McPherson, Mark & Manyiwa, Simon, 2023. "CSR-related consumer scepticism: A review of the literature and future research directions," Journal of Business Research, Elsevier, vol. 169(C).
  7. Charlotte Lécuyer & Marine Kergoat & Christine Lambey-Checchin, 2026. "Instrumental or Normative Motives: How Should Brands Implement Their Activism Campaigns?," Journal of Business Ethics, Springer, vol. 203(3), pages 667-685, January.
  8. Saluja, Geetanjali & Chan, Eugene Y., 2025. "Going against the Tide: How Self-Construal Moderates Receptivity towards Popular Brand Activism," Journal of Business Research, Elsevier, vol. 190(C).
  9. Brandes, Leif & Dölp, Katharina, 2025. "Non-Fungible Tokens (NFTs) as digital brand extensions: Evidence on financial performance and parent-brand spillovers," International Journal of Research in Marketing, Elsevier, vol. 42(3), pages 491-521.
  10. Wong, Amy & Wei, Joicey, 2023. "Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
  11. Youngtak M. Kim & Neil T. Bendle & John Hulland & Michael D. Pfarrer, 2024. "Corporate sustainability research in marketing: Mapping progress and broadening our perspective," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1495-1512, October.
  12. Villagra, Nuria & Monfort, Abel & Méndez-Suárez, Mariano, 2021. "Firm value impact of corporate activism: Facebook and the stop hate for profit campaign," Journal of Business Research, Elsevier, vol. 137(C), pages 319-326.
  13. Saracevic, Selma & Schlegelmilch, Bodo B., 2026. "From motivation to outcome: a structured narrative review of the literature on corporate activism," Journal of Business Research, Elsevier, vol. 202(C).
  14. Mario D’Arco & Vittoria Marino & Riccardo Resciniti, 2024. "Stop business with Russia! Exploring the representation and perceived authenticity of corporate activism in response to Russia-Ukraine war," Italian Journal of Marketing, Springer, vol. 2024(1), pages 55-76, March.
  15. Mahmud, Riaj & Guzmán, Francisco, 2025. "The cost of contradiction: exploring consumer negative responses to activist brands’ moral transgressions," Journal of Business Research, Elsevier, vol. 200(C).
  16. Anne O. Peschel & Lina F. Jacobsen & Ekaterina Salnikova & Marjia Banovic & Klaus G. Grunert, 2025. "The power of diversity in online communities," Marketing Letters, Springer, vol. 36(4), pages 949-962, December.
  17. Antonella Cammarota & Generoso Branca, 2025. "Generation Z consumers’ perspective: how and why should (not) brands engage in activism?," Italian Journal of Marketing, Springer, vol. 2025(1), pages 21-50, March.
  18. Lunardo, Renaud & Alemany Oliver, Mathieu & Shepherd, Steven, 2023. "How believing in brand conspiracies shapes relationships with brands," Journal of Business Research, Elsevier, vol. 159(C).
  19. Weber, T.J. & Joireman, Jeff & Sprott, David E., 2025. "Consumer response to corporate political advocacy: the role of policy attitudes, policy change, and perceived controversy," Journal of Business Research, Elsevier, vol. 199(C).
  20. Nils Grimm & Yasin Sahhar & Christoph Moss & Jörg Henseler, 2025. "The moral states we seek: conscientious corporate branding for the perplexed," Journal of Brand Management, Palgrave Macmillan, vol. 32(6), pages 564-579, November.
  21. 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.
  22. Khalid Alharbi & Joon Kyoung Kim & Christopher Noland & Jackson Carter, 2022. "When Corporate Social Advocacy Meets Controversial Celebrity: The Role of Consumer–Brand Congruence and Consumer-Celebrity Congruence," Sustainability, MDPI, vol. 14(3), pages 1-19, February.
  23. Carina Thürridl & Frauke Mattison Thompson, 2023. "Making brand activism successful: How advice-giving can boost support behavior and reap benefits for the brand," Marketing Letters, Springer, vol. 34(4), pages 685-696, December.
  24. Walter, Nadine & Föhl, Ulrich & Sander, Frauke & Nies, Angelique, 2024. "Act as you preach! Authentic brand purpose versus “woke washing’s” impact on brand credibility: The moderating role of cause involvement and consumer skepticism," Journal of Business Research, Elsevier, vol. 184(C).
  25. Zaman Malik, Aaminah & Ahmad, Fayez & Guzmán, Francisco, 2025. "Socio-politically silent brands: A double edged sword," Journal of Business Research, Elsevier, vol. 187(C).
  26. Steven Chen, 2023. "A counterinsurgent (COIN) framework to defend against consumer activists," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 275-301, July.
  27. Catarina Lelis & Elizete A. Kreutz, 2024. "The Realms of Participation in Visual Identity Design," Corporate Reputation Review, Palgrave Macmillan, vol. 27(2), pages 106-119, May.
  28. In-Hye Kang & Amna Kirmani, 2024. "Lying and Cheating the Company: The Positive and Negative Effects of Corporate Activism on Unethical Consumer Behavior," Journal of Business Ethics, Springer, vol. 192(1), pages 39-56, June.
  29. Zhao, Lin & Givi, Julian & Cui, Annie Peng, 2025. "Recipient-brand value misalignment: How corporate sociopolitical activism reshapes gift giving decisions," Journal of Business Research, Elsevier, vol. 199(C).
  30. Klement Podnar & Urša Golob, 2024. "Brands and activism: ecosystem and paradoxes," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 95-107, March.
  31. Zoe Lee & Amanda Spry & Yuksel Ekinci & Jessica Vredenburg, 2024. "From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 193-211, March.
  32. Cavdar Aksoy, Nilsah & Yazici, Nihal, 2023. "Does justice affect brand advocacy? Online brand advocacy behaviors as a response to hotel customers’ justice perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
  33. Sophie Esmann Andersen & Trine Susanne Johansen, 2024. "The activist brand and the transformational power of resistance: towards a narrative conceptual framework," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 140-152, March.
  34. repec:osf:osfxxx:ywus6_v1 is not listed on IDEAS
  35. Lee, Zoe & Faridah Syed Alwi, Sharifah & Gambetti, Rossella, 2024. "The thousand faces of beauty: How credible storytelling unlocks disability representation in inclusive luxury fashion branding," Journal of Business Research, Elsevier, vol. 181(C).
  36. Samia Moumade & Aurélie Hemonnet-Goujot & Pierre Valette-Florence, 2023. "Speaking up in Brand Activism : The Impact of Perceived Brand Legitimacy on Consumer Behavior," Post-Print hal-04160966, HAL.
  37. Maximilian Schacker, 2022. "Tackling Fuzziness in CSR Communication Research on Social Media: Pathways to More Rigor and Replicability," Sustainability, MDPI, vol. 14(24), pages 1-20, December.
  38. Lembregts, Christophe & Cadario, Romain, 2024. "Consumer-Driven Climate Mitigation: Exploring Barriers and Solutions in Studying Higher Mitigation Potential Behaviors," OSF Preprints ywus6, Center for Open Science.
  39. Francioni, Barbara & De Cicco, Roberta & Curina, Ilaria & Cioppi, Marco, 2025. "The strength of stance: The impact of brand activism on resistance to negative information, purchasing, and premium paying intents across different types of failures," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
  40. Whitler, Kimberly A. & Barta, Thomas, 2024. "The enterprise activism risk model: How good intentions can jeopardize business success," Journal of Retailing, Elsevier, vol. 100(2), pages 330-340.
  41. Pimentel, Pedro Chapaval & Didonet, Simone Regina & Rezaee, Amir & Bassi-Suter, Mariana, 2025. "The impacts of Brand Activism on firm value: an emerging market perspective," Journal of Business Research, Elsevier, vol. 201(C).
  42. Kononov, Natalia & Linzen, Itai, 2026. "Consumer attitudes toward brand supportive communication during geopolitical crises," Journal of Business Research, Elsevier, vol. 203(C).
  43. Theres Rüger & Janek Mücksch & Florian U. Siems, 2025. "Leveraging moral foundations theory in sociopolitical campaigns: an empirical investigation on how brands can persuade university-affiliated consumers with moral reframing," Journal of Brand Management, Palgrave Macmillan, vol. 32(6), pages 484-509, November.
  44. Michel, Géraldine & Stathopoulou, Anastasia & Valette-Florence, Pierre, 2022. "Luxury is still alive and well: A spotlight on its multifaceted components," Journal of Business Research, Elsevier, vol. 153(C), pages 276-284.
  45. Spry, Amanda & Lee, Zoe & Makkar, Marian & France, Cassandra, 2026. "Care-based corporate sociopolitical activism: identifying dark sides and envisioning an ethical framework," Journal of Business Research, Elsevier, vol. 202(C).
  46. Kim, Sumin & He, Hongwei, 2025. "The impact of brand activism on consumer behaviors: Examining the contrasting roles of admiration and anger," Journal of Business Research, Elsevier, vol. 201(C).
  47. Hussain, Shahid & Seet, Pi-Shen & Qazi, Asim & Salam, Abdul & Sadeque, Saalem & Shar, Sanaullah, 2025. "Brand loyalty and repurchase intention in the face of opportunistic recalls: The moderating role of perceived dialogical CSR communication," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
  48. Aya Aboelenien & Chau Minh Nguyen, 2024. "From Dr. Seuss to Barbie’s cancellation: brand’s institutional work in response to changed market logics," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 108-125, March.
  49. Federico Mangiò & Giuseppe Pedeliento & Daniela Andreini & Lia Zarantonello, 2024. "How persuasive is woke brand communication on social media? Evidence from a consumer engagement analysis on Facebook," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 345-381, July.
  50. Xie, Scheng & Wei, Haiying, 2025. "Left out, stay out? The impact of social exclusion on consumer engagement in brand activism," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
  51. Saracevic, Selma & Schlegelmilch, Bodo B., 2024. "Activist brand perception: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 180(C).
  52. Aleena Amir, 2024. "Mapping Femvertising Research: A PRISMA Driven Systematic Review of Literature," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(2), pages 663-670.
  53. Ahmad, Fayez & Guzmán, Francisco & Kidwell, Blair, 2022. "Effective messaging strategies to increase brand love for sociopolitical activist brands," Journal of Business Research, Elsevier, vol. 151(C), pages 609-622.
  54. Yang Wang & Marco Shaojun Qin & Xueming Luo & Yu (Eric) Kou, 2022. "Frontiers: How Support for Black Lives Matter Impacts Consumer Responses on Social Media," Marketing Science, INFORMS, vol. 41(6), pages 1029-1044, November.
  55. Lembregts, Christophe & Cadario, Romain, 2024. "Consumer-driven climate mitigation: Exploring barriers and solutions in studying higher mitigation potential behaviors," International Journal of Research in Marketing, Elsevier, vol. 41(3), pages 513-528.
  56. Emily-Louise Rogotzki & Christian Rudeloff, 2025. "Natural Born Supporters? The Role of Personality Traits for Stakeholders' Moral Emotions and Behavioural Intentions Towards Activist Corporate Brands in Online Firestorms," Corporate Reputation Review, Palgrave Macmillan, vol. 28(4), pages 252-267, November.
  57. Maria Giovanna Confetto & Maria Palazzo & Maria Antonella Ferri & Mara Normando, 2023. "Brand Activism for Sustainable Development Goals: A Comparative Analysis in the Beauty and Personal Care Industry," Sustainability, MDPI, vol. 15(7), pages 1-15, April.
  58. Sergio Rivaroli & Roberta Spadoni & Ilenia Bregoli, 2022. "What Grounds Our Loyalty towards “Authentic Brand Activism” of a Sustainable Food Brand?," Sustainability, MDPI, vol. 14(12), pages 1-12, June.
  59. C. Rudeloff & P. Michalski, 2024. "How Corporate Brands Communicate their Higher Purpose on Social Media: Evidence from Top Global Brands on Twitter," Corporate Reputation Review, Palgrave Macmillan, vol. 27(3), pages 202-215, August.
  60. Barbara Duffek & Andreas B. Eisingerich & Omar Merlo, 2023. "Why so toxic? A framework for exploring customer toxicity," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 122-143, June.
  61. Ahmad, Fayez & Guzmán, Francisco & Al-Emran, Md, 2024. "Brand activism and the consequence of woke washing," Journal of Business Research, Elsevier, vol. 170(C).
  62. Mithila Guha & Daniel Korschun, 2024. "Peer effects on brand activism: evidence from brand and user chatter on Twitter," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 153-167, March.
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