Publication Date
2023
Abstract
This study provides a review of brand activism phenomenon against the background of the Black Lives Matter movement. It is informed by the growing number of activist customers, leaders and corporations that are taking a stand on divisive social and political issues that exists in today’s America. It finds that while socially-conscious consumers respond better to brands that support socio-political causes that they identify with, leaders and corporations should exercise caution when engaging in activism due to its divisiveness as well as the difficulty in aligning a brand’s public stance on an issue and consumers’ beliefs. The study recommends that socio-political causes should demonstrate strategic fit for the brand and its narratives and that this alignment should be deeply rooted across all facets of an organization.
Included in
Advertising and Promotion Management Commons, Business and Corporate Communications Commons, Communication Commons, Marketing Commons, Other Business Commons