Brand Activism Effectiveness: The Predictors and Potential Effects of Brand Activist Actions
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | |
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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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 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2183-54622023000100147 |
url |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2183-54622023000100147 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2183-54622023000100147 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
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 instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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