Add to ORKGThis paper explores the potential active role of commercial brands in bringing about radical political change. Based on an analysis of three marketing campaigns launched during the Arab Spring, the paper identifies three forms of brand involvement in radical political change: active incitement to engagement in political activities; fertilisation of the idea of radical political change; positioning and inducement of political beliefs. The discussion elaborates on the differences between the three types of brand involvement in terms of agency, cognitive dimension and impact on self- concept. The paper concludes by addressing how brand involvement in radical political change may impact on individual citizens, societies and businesses
Upon Russia’s invasion of Ukraine and the outbreak of war in early 2022, brands around the world too...
Branding and franchising, which are common features of commerce, have, more recently, permeated into...
As there is not universal acceptance of political parties as brands, the paper justifies and theoret...
This paper explores the potential active role of commercial brands in bringing about radical politic...
In this work, brand activism is defined as a strategy that seeks to influence citizen-consumers by m...
It has become commonplace to speak of political parties and brands. This article looks at the rise o...
The trend to take a stand in campaigns has been identified as an upcoming phenomenon and the term br...
Global and local brands have increasingly embraced brand activism in recent years. In brand activism...
There has recently been a growing interest and literature in the application of brand management pri...
The current political landscape is in turmoil and brands are joining the narrative. The wave of bran...
Abstract This chapter contributes to the current debate on ideology,social movements and political a...
Thesis purpose: The purpose of this study was to gain an understanding of consumers' perceptions of ...
The concept of political brand depicts the adjustment of the political sphere to current communicati...
The paper conceptualizes, via the notion of brand movement, the process in which consumers-citizens ...
Guided by existing brand activism literature, this study investigates the rising phenomenon of brand...
Upon Russia’s invasion of Ukraine and the outbreak of war in early 2022, brands around the world too...
Branding and franchising, which are common features of commerce, have, more recently, permeated into...
As there is not universal acceptance of political parties as brands, the paper justifies and theoret...
This paper explores the potential active role of commercial brands in bringing about radical politic...
In this work, brand activism is defined as a strategy that seeks to influence citizen-consumers by m...
It has become commonplace to speak of political parties and brands. This article looks at the rise o...
The trend to take a stand in campaigns has been identified as an upcoming phenomenon and the term br...
Global and local brands have increasingly embraced brand activism in recent years. In brand activism...
There has recently been a growing interest and literature in the application of brand management pri...
The current political landscape is in turmoil and brands are joining the narrative. The wave of bran...
Abstract This chapter contributes to the current debate on ideology,social movements and political a...
Thesis purpose: The purpose of this study was to gain an understanding of consumers' perceptions of ...
The concept of political brand depicts the adjustment of the political sphere to current communicati...
The paper conceptualizes, via the notion of brand movement, the process in which consumers-citizens ...
Guided by existing brand activism literature, this study investigates the rising phenomenon of brand...
Upon Russia’s invasion of Ukraine and the outbreak of war in early 2022, brands around the world too...
Branding and franchising, which are common features of commerce, have, more recently, permeated into...
As there is not universal acceptance of political parties as brands, the paper justifies and theoret...