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Effective messaging strategies to increase brand love for sociopolitical activist brands

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Cited by:

  1. 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.
  2. Virkus, Tjark & Klein, Kristina, 2026. "The role of authenticity and skepticism in consumers’ reactions to brand activism," Journal of Business Research, Elsevier, vol. 206(C).
  3. 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).
  4. 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.
  5. Meng Qi & Zulhamri Abdullah & Saiful Nujaimi Abdul Rahman, 2024. "Navigating the Digital Landscape: Evaluating the Impacts of Digital IMC on Building and Maintaining Destination Brand Equity," Sustainability, MDPI, vol. 16(20), pages 1-19, October.
  6. Sofía Blanco‐Moreno & Carmen R. Santos & Guillermo Bermúdez‐González & Rodrigo Alonso‐González, 2025. "Creating Brand Commitment and Brand Equity in International Food Companies Through Sustainability in European Countries," Business Strategy and the Environment, Wiley Blackwell, vol. 34(8), pages 9878-9891, December.
  7. 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.
  8. 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).
  9. 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.
  10. Yaopan Yang & Songsong Li & Daquan Gao & Jin Wang, 2025. "Hold up an umbrella on rainy days: the insurance-like effects of brand equity and corporate social responsibility during Chinese product-harm crises," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-12, December.
  11. 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).
  12. 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.
  13. 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).
  14. 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.
  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. Abdul Bashiru Jibril & John Amoah & Sulemana Bankuoru Egala & Michael Amponsah Odei, 2024. "Understanding the Determinants of Secondhand Goods Buying Decisions: A Young Adult Consumers’ Perspective," Service Science, INFORMS, vol. 16(4), pages 319-331, December.
  17. Cammarota, Antonella & D’Arco, Mario & Marino, Vittoria & Resciniti, Riccardo, 2026. "The brand activism path: Mapping the activism intensity and consumer responses," Journal of Business Research, Elsevier, vol. 206(C).
  18. Ahmad, Fayez & Guzmán, Francisco & Al-Emran, Md, 2024. "Brand activism and the consequence of woke washing," Journal of Business Research, Elsevier, vol. 170(C).
  19. 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).
  20. 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).
  21. Pedro Chapaval Pimentel & Mariana Bassi-Suter & Simone Regina Didonet, 2024. "Brand activism as a marketing strategy: an integrative framework and research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 212-234, March.
  22. Cheng, Guo & Li, Wenjie & Si, Dongyang & Li, Dalin & Han, Xiaoyun, 2025. "Exploring the moderating role of ethics position between community commitment and oppositional loyalty in Huawei's brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
  23. 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.
  24. Barros, Lucia S.G. & Pizzutti, Cristiane & de Mello, Nathalia Soares Brum & de Almeida, Marcos Inácio Severo & Isabella, Giuliana & de Paula Baptista, Paulo, 2026. "The paradox of being profitable and moral: the role moral authority plays in corporate sociopolitical activism," Journal of Business Research, Elsevier, vol. 206(C).
  25. 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.
  26. Guha, Mithila & Korschun, Daniel & Andras, Trina Larsen, 2026. "The double-edged sword: polarized stakeholder engagement with corporate sociopolitical activism and its downstream effects on brand performance," Journal of Business Research, Elsevier, vol. 204(C).
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