Business Commons^™

Is Brand Activism The New Normal?, Nuket Serin

FIU Electronic Theses and Dissertations

In recent years, brands have begun “taking a stand” on sociopolitical issues to influence societal change. As such, brand activism is a newly evolved form of brand communication. Consumer expectations of brands have been evolving rapidly, as brands are expected to profess a more purposeful ethos to society now more than ever before. In the modern marketplace, it has become an increasingly popular trend to see brands promote social movements and fight for issues happening worldwide. Although this emerging phenomenon has caught the attention of marketing literature in recent years, the effects of brand activism on consumer brand perceptions still …