Brand Activism Effectiveness: The Predictors and Potential Effects of Brand Activist Actions

Detalhes bibliográficos
Autor(a) principal: Miguel,Alexandra
Data de Publicação: 2023
Outros Autores: Miranda,Sandra
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://scielo.pt/scielo.php?script=sci_arttext&pid=S2183-54622023000100147
Resumo: Abstract Although social issues have been considered by the business world for decades, these topics have never gained such preponderance as in the 21st century. Given the great pressures for brands to broaden their responsibilities towards society, brand activism emerges as a new strategy for companies to address relevant social-political issues, assuming a public stance on these topics and taking action to solve or improve them. However, not all brands are managing to participate in an era of activism, and even those that participate do not always get positive feedback from their stakeholders. The main objective of this article is to carry out a literature review of brand activism, developing a theoretical model of the effectiveness of brand activism that highlights the factors that contribute to the participation and success of brands in addressing social problems and the potential effects of these actions. This article thus contributes to a better understanding of the phenomenon of brand activism, concluding about useful insights for brands to achieve favorable results with their activism actions and discussing directions for future research in this field.
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spelling Brand Activism Effectiveness: The Predictors and Potential Effects of Brand Activist Actionsbrand activismpredictors of brand activismeffects of brand activismbrand activism effectivenessAbstract Although social issues have been considered by the business world for decades, these topics have never gained such preponderance as in the 21st century. Given the great pressures for brands to broaden their responsibilities towards society, brand activism emerges as a new strategy for companies to address relevant social-political issues, assuming a public stance on these topics and taking action to solve or improve them. However, not all brands are managing to participate in an era of activism, and even those that participate do not always get positive feedback from their stakeholders. The main objective of this article is to carry out a literature review of brand activism, developing a theoretical model of the effectiveness of brand activism that highlights the factors that contribute to the participation and success of brands in addressing social problems and the potential effects of these actions. This article thus contributes to a better understanding of the phenomenon of brand activism, concluding about useful insights for brands to achieve favorable results with their activism actions and discussing directions for future research in this field.Centro de Investigação Media e JornalismoFaculdade de Ciências Sociais e Humanas/Universidade Nova de Lisboa2023-06-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articletext/htmlhttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2183-54622023000100147Media & Jornalismo v.23 n.42 2023reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2183-54622023000100147Miguel,AlexandraMiranda,Sandrainfo:eu-repo/semantics/openAccess2024-02-06T17:30:54Zoai:scielo:S2183-54622023000100147Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T02:34:14.357142Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Brand Activism Effectiveness: The Predictors and Potential Effects of Brand Activist Actions
title Brand Activism Effectiveness: The Predictors and Potential Effects of Brand Activist Actions
spellingShingle Brand Activism Effectiveness: The Predictors and Potential Effects of Brand Activist Actions
Miguel,Alexandra
brand activism
predictors of brand activism
effects of brand activism
brand activism effectiveness
title_short Brand Activism Effectiveness: The Predictors and Potential Effects of Brand Activist Actions
title_full Brand Activism Effectiveness: The Predictors and Potential Effects of Brand Activist Actions
title_fullStr Brand Activism Effectiveness: The Predictors and Potential Effects of Brand Activist Actions
title_full_unstemmed Brand Activism Effectiveness: The Predictors and Potential Effects of Brand Activist Actions
title_sort Brand Activism Effectiveness: The Predictors and Potential Effects of Brand Activist Actions
author Miguel,Alexandra
author_facet Miguel,Alexandra
Miranda,Sandra
author_role author
author2 Miranda,Sandra
author2_role author
dc.contributor.author.fl_str_mv Miguel,Alexandra
Miranda,Sandra
dc.subject.por.fl_str_mv brand activism
predictors of brand activism
effects of brand activism
brand activism effectiveness
topic brand activism
predictors of brand activism
effects of brand activism
brand activism effectiveness
description Abstract Although social issues have been considered by the business world for decades, these topics have never gained such preponderance as in the 21st century. Given the great pressures for brands to broaden their responsibilities towards society, brand activism emerges as a new strategy for companies to address relevant social-political issues, assuming a public stance on these topics and taking action to solve or improve them. However, not all brands are managing to participate in an era of activism, and even those that participate do not always get positive feedback from their stakeholders. The main objective of this article is to carry out a literature review of brand activism, developing a theoretical model of the effectiveness of brand activism that highlights the factors that contribute to the participation and success of brands in addressing social problems and the potential effects of these actions. This article thus contributes to a better understanding of the phenomenon of brand activism, concluding about useful insights for brands to achieve favorable results with their activism actions and discussing directions for future research in this field.
publishDate 2023
dc.date.none.fl_str_mv 2023-06-01
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dc.publisher.none.fl_str_mv Centro de Investigação Media e Jornalismo
Faculdade de Ciências Sociais e Humanas/Universidade Nova de Lisboa
publisher.none.fl_str_mv Centro de Investigação Media e Jornalismo
Faculdade de Ciências Sociais e Humanas/Universidade Nova de Lisboa
dc.source.none.fl_str_mv Media & Jornalismo v.23 n.42 2023
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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