Abstract
This paper offers an integrative conceptual framework to posit brand activism (BA) as an organisation-driven phenomenon pertaining to the strategic marketing field. It is reasoned that, despite the growing managerial relevance of the phenomenon, BA still lacks a robust theoretical body, resulting in inconsistencies and ambiguities, in particular when it is explored from the firm perspective. Considering that BA is usually related to and confounded with other similar activisms, especially from the consumer perspective, we propose an integrative framework to synthesise the existing knowledge and explain how BA can be evidenced as a marketing strategy aiming to build specific ties with society that can evolve into a firm’s relational resource. Applying the Antecedents, Decisions, and Outcomes framework to conduct a systematic literature review, we propose a framework that contributes to the extant literature by organising the knowledge on BA and clarifying the concept and the variables related to it. By doing so, we offer new research avenues, that will lead to further refinement and consensus on certain issues regarding BA, delineate the phenomenon in the marketing strategy field, as well as provide insights to managers in their decision-making process.
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The authors gratefully acknowledge the valuable comments and instructive feedback received from the guest editors Klement Podnar and Urša Golob, the three anonymous reviewers, and Dr. Nicola Forsdike.
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Appendix: Publications included in the systematic literature review
Appendix: Publications included in the systematic literature review
Journal | No. of articles | Impact factor | Articles |
|---|---|---|---|
Journal of Business Research | 5 | 10.969 | Ahmad et al. (2022)1, Andersen and Johansen (2021)2, Mirzaei et al. (2022)3, Thomas and Fowler (2023)4, Villagra et al. (2021b)5 |
Sustainability | 4 | 3.889 | Alharbi et al. (2022)6, Berestova et al. (2022)7, Herraiz-Faix and Arroyo-Cañada (2020)8, Rivaroli et al. (2022)9 |
Journal of Macromarketing | 3 | 1.979 | Koch and Ulver (2022)10, Livas (2020)11, Spry et al. (2021)12 |
Journal of Product and Brand Management | 3 | 5.248 | Flight and Coker (2021)13, Michaelidou et al. (2022)14, Schmidt et al. (2021)15 |
Business and Society | 2 | 6.74 | |
Communication and Sport | 2 | 3.183 | |
Journal of Public Policy and Marketing | 2 | 6.343 | |
Psychology and Marketing | 2 | 5.507 | |
Celebrity Studies | 1 | 1.167 | Williams (2020)24 |
Critical Discourse Studies | 1 | 1.642 | Brei and Bohm (2014)25 |
Discourse and Society | 1 | 1.507 | Screti (2017)26 |
European Journal of Marketing | 1 | 5.181 | Pöyry and Laaksonen (2022)27 |
Feminist media studies | 1 | 1.953 | Varghese and Kumar (2020)28 |
Industrial Marketing Management | 1 | 8.890 | Kapitan et al. (2022)29 |
Int. J. Environ. Res. Public Health | 1 | 3.229 | Rasmussen et al. (2021)30 |
Int. J. of Hospitality Management | 1 | 10.427 | Atanga et al. (2022)31 |
Journal of Advertising | 1 | 6.528 | Shoenberger et al. (2021)32 |
Journal of Brand Management | 1 | 4.350 | Koch (2020)33 |
Journal of Business Ethics | 1 | 6.331 | Bhargava and Bredi (2021)34 |
Journal of Interactive Marketing | 1 | 11.318 | Batista et al. (2022)35 |
Journal of International Marketing | 1 | 4.976 | Özturan and Grinstein (2022)36 |
Journal of Management | 1 | 13.508 | Appels (2022)37 |
Journal of Marketing | 1 | 15.357 | Bhagwat et al. (2020)38 |
Journal of Marketing Management | 1 | 4.707 | Campbell et al. (2021)39 |
Journal of Marketing Research | 1 | 6.664 | Hydocok et al. (2020)40 |
Journal of Public Relations Research | 1 | 4.167 | Hong and Li (2020)41 |
Organisation | 1 | 3.301 | Gulbrandsen et al. (2020)42 |
Profesional de la Información | 1 | 3.596 | Villagra et al (2021a)43 |
Public Relations Review | 1 | 4.636 | Lim and Young (2021)44 |
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Pimentel, P.C., Bassi-Suter, M. & Didonet, S.R. Brand activism as a marketing strategy: an integrative framework and research agenda. J Brand Manag 31, 212–234 (2024). https://doi.org/10.1057/s41262-023-00335-8
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DOI: https://doi.org/10.1057/s41262-023-00335-8