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

Stefanie Wannow and Martin Haupt

Marketing Review St.Gallen, 2022, vol. 39, issue 2, 44-51

Abstract: 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.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:276182

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