Review paper
Sociopolitical activist brands
Abstract
Purpose This paper aims to shed light on the emerging position of companies taking stances on sociopolitical issues and the impact this has on consumers. Design/methodology/approach The paper uses focus groups, interviews and consumer experiments in various countries, to provide insights as to why brands are taking sociopolitical stances. Findings Consumers expect brands to take a stance on sociopolitical issues. However, to be credible, a...
Paper Details
Title
Sociopolitical activist brands
Published Date
Apr 1, 2021
Volume
31
Issue
1
Pages
40 - 55
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