Brands Expressing Compassion and Care through Advertising

In this article we examine how brands express compassion and care through their advertising amid the Covid-19 crisis. Drawing from organizational theory research, we theorize how brands enact compassion organizing, which refers to the process of noticing, feeling, and responding to human suffering in a coordinated manner. We employ a grounded theory inspired Gioia methodology to analyze more than 200 pandemic-related ads that were released in...