<![CDATA[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.]]>
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