Brand activism: a review and future research agenda

• Autor(a) principal: Silva, Joana Sofia Guedes
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10773/39763
• topic: Brand activism; Activism; Consumer; Authenticity; Marketing

Brand Activism has gained strength in recent years; for this reason, it has been increasingly discussed and addressed in the research field. Companies have increasingly included corporate activism strategies at the core of their actions; however, substantial effort is needed to achieve synergies. Although this issue is controversial, it is believed that transformation in management and communication practices can guide the paths of truthfulness and transparency to achieve a real and lasting commitment. This study aims to understand the complexity of the phenomenon of activism, and to this end, a systematic review of the literature related to the concept of "Brand Activism" was conducted following a qualitative methodology, based on the analysis of 47 scientific articles published in the Scopus database and Web of Science. The research allowed the synthesis of the available information to obtain a sample characterization and content analysis, which enabled the construction of a mind map, as well as the development of a model of antecedents and consequences of Brand Activism, and finally, triggered the definition of the pillars of brand activism. The limitations of this study are due to some factors, including the procedures and parameters established that consequently affected the results obtained, making it difficult to identify all relevant studies. However, even with rigorous care, articles may contain errors or inaccuracies in data, references, or analyses, and new investigations with relevant evidence may have been published after the initial collection of trials. Finally, as this was only a systematic literature review, an empirical study is needed to make the research more competent and authentic. However, the theoretical contribution offers new perspectives and management and marketing practices that companies can implement in their business models.