When Brands Take a Stand - Navigating Emotional Reactions to Brand Activism

Brands increasingly take a stand on controversial sociopolitical topics – and receive applause as well as severe backlash. Based on four clusters of moral emotions, this paper provides a framework for managers to better understand consumers' emotional responses to brand activism and design future campaigns more effectively.

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Year of publication:	2022
Authors:	Wannow, Stefanie ; Haupt, Martin
Published in:	Marketing Review St.Gallen. - ISSN 1865-7516. - Vol. 39.2022, 2, p. 44-51
Publisher:	St.Gallen : Thexis Verlag

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Type of publication:	Article
Type of publication (narrower categories):	Article
Language:	English
Other identifiers:	hdl:10419/276182 [Handle] RePEc:zbw:hsgmrs:276182 [RePEc]
Source:	EconStor

Persistent link: https://www.econbiz.de/10014337667