2 documents found, page 1 of 1
Brands driving social change: the impact of social brand activism on consumers ...
de Matos Miguel, Alexandra; Miranda, SandraDespite its newness, brand activism is an increasingly studied field, given the consecutive adoption of this strategy by large international brands. However, the concrete impacts of brand activism actions, particularly in terms of promoting social change (for example, by promoting attitudes in favor of society and the environment on the part of company stakeholders, such as consumers), have not yet been categor...
The impact of political brand activism on corporate reputation: the case of Por...
Lopes Miranda, Sandra Marisa; de Matos Miguel, AlexandraThe phenomenon of brand activism (BA) has been attracting the attention of scholars and businesses as a new and powerful strategy for brands to take a stand on sociopolitical topics and highlight their values, with high potential corporate gains. However, research on this topic is still at an exploratory stage and there are several companies and academics considering BA too risky for brands, especially on sensi...