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All Journal Journal of Business Management Education (JBME)
Iriani, Nadya
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Economics, Econometrics & Finance Education

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Understanding Brand Activism as A Marketing Strategy: A Literature Review Iriani, Nadya; Nasution, Reza Ashari
Journal of Business Management Education (JBME) Vol 8, No 3 (2023)
Publisher : Business Education Program of Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/jbme.v8i3.64602

Abstract

In response to the digital technology-driven shift in younger generations and the evolving values of citizen-consumers, brands are now expected to align with individual identities, fostering deeper connections with customers. This has given rise to brand activism as a pivotal marketing trend for differentiation in a competitive landscape. This article investigates the state of brand activism in marketing strategy literature while identifying research gaps. Conducting a systematic review of 1010 articles following PRISMA guidelines, this research explores the effects of brand activism on consumer behavior and attitudes, consumer-brand relationships, and financial performance. Additionally, this research examines the benefits and risks of employing brand activism as a marketing strategy.
Co-Authors Reza Ashari Nasution