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Open access

Research article

First published 2025-3

Should Global Brands Engage in Brand Activism?

Paurav Shukla, Veronica Rosendo-Rios, Dina Khalifa

Journal of International Marketing

Retricted access

Research article

First published 2020-10

Brands Taking a Stand: Authentic Brand Activism or Woke Washing?

Jessica Vredenburg, Sommer Kapitan, Amanda Spry [...]

Journal of Public Policy & Marketing

Open access

Research article

First published 2025-1

Peace Brand Activism: Global Brand Responses to the War in Ukraine

Eleni Tsougkou, Martin Sykora, Suzanne Elayan [...]

Journal of Public Policy & Marketing

Retricted access

Research article

First published 2026

Exploring Brand Activism Strategies: The Role of Narrative Transportation,Consumer-Brand Identification,and Brand Reputation

Louvins Pierre, Carolyn A. Lin

Journalism & Mass Communication Quarterly

Retricted access

Research article

First published 2023

Tanishq: Brand Activism Gone Wrong?

A. Shivakanth Shetty, Kerena Anand, Swathi Shree [...]

Vision: The Journal of Business Perspective

Retricted access

Research article

First published 2024

Social Media Marketing Activities,Brand Community Engagement and Brand Loyalty: Modelling the Role  of Self-brand Congruency with Moderated Mediation Approach

Shubhi Changani, Rakesh Kumar

Global Business Review

Open access

Research article

First published 2026

It Takes a Network and More: Athlete Activism and the Co-Creation of Athlete-Brand Meaning

Matthias Anderski, Rachel Fuller, Geoff Dickson [...]

Australasian Marketing Journal

Retricted access

Research article

First published 2025-12

Empathy and ethics in brand activism: Balancing engagement and responsibility

Marco Scalvini

New Media & Society

Retricted access

Research article

First published 2022-2

Sarcastic or Assertive: How Should Brands Reply to Consumers’ Uncivil Comments on Social Media in the Context of Brand Activism?

Juliana Moreira Batista, Lucia S. G. Barros, Fabricia V. Peixoto [...]

Journal of Interactive Marketing

Open access

Research article

First published 2024-1

Investigating the Roles of Word of Mouth and Brand Image Between Social Media Marketing Activities and Brand Equity

Ling Peng, Ifraz Adeel, Arslan Ayub [...]

Sage Open

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