Volume 31, Issue 2, March 2024
Table of Content
Special Issue: Brands and Activism
Original Article
From Dr. Seuss to Barbie’s cancellation: brand’s institutional work in response to changed market logics
Aya Aboelenien, Chau Minh Nguyen
Original Article
The influence of marketing communications agencies on activist brands’ moral competency development and ability to engage in authentic brand activism: Wieden+Kennedy ‘Just Does It’
Abdul Rohmanue, Erik S. Jacobi
Original Article
The activist brand and the transformational power of resistance: towards a narrative conceptual framework
Sophie Esmann Andersen, Trine Susanne Johansen
Original Article
Peer effects on brand activism: evidence from brand and user chatter on Twitter
Mithila Guha, Daniel Korschun
Original Article
Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism
Stefanie Wannow, Martin Haupt, Martin Ohlwein
Original Article
From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity
Zoe Lee, Amanda Spry, Yuksel Ekinci, Jessica Vredenburg
Original Article
Brand activism as a marketing strategy: an integrative framework and research agenda
Pedro Chapaval Pimentel, Mariana Bassi-Suter, Simone Regina Didonet
