000			02628cam a2200217 4500500
005			20260222002014.0
041			_afre
042			_adc
100	1	0	_aItani, Souha _eauthor
245	0	0	_aBrand Activism : Impact on consumer behavior and brand performance
260			_c2026.
500			_a25
520			_a• Research objectives Brand activism has emerged as a powerful yet complex strategy, sparking increasing academic and managerial interest. However, ambiguity persists regarding its definition, dimensions, and impact, which must be clarified to understand the emerging concept of brand activism. • Methodology This paper systematically reviews 124 academic studies integrating insights from marketing, consumer psychology, and management research to refine the conceptualization of brand activism. • Results The review categorizes the dimensions of brand activism and assesses its influence on consumer behavior and brand performance. It identifies four key factors shaping consumer responses : perceived authenticity, political ideology, consumer-brand alignment, and communication strategies. Additionally, brand performance outcomes depend on authenticity and stakeholder reactions, particularly from consumers and investors. The findings, synthesized into a novel conceptual framework, reveal gaps in cross-cultural consumer responses, moral behavior influences, performance metrics, and societal impact. • Managerial implications The proposed framework provides managers with practical guidance to plan and execute activism initiatives that are authentic, strategically aligned with brand values, and responsive to stakeholder expectations. It also underlines the need for brands to commit to their stated causes and measure progress toward genuine societal change, particularly in diverse cultural contexts. • Originality This paper makes a novel contribution by refining the dimensions of brand activism and linking them conceptually to consumer behavior and brand performance. By bridging brand activism with consumer psychology and marketing theories, it advances academic discourse while identifying critical gaps in the literature. It further offers managers a strategic framework to navigate activism effectively.
690			_abrand activism
690			_abrand performance
690			_aconsumer behavior
690			_acorporate social responsibility
690			_apolitical ideologies
786	0		_nDécisions Marketing | 120 | 4 | 2026-01-23 | p. 379-406 | 0779-7389
856	4	1	_uhttps://shs.cairn.info/journal-decisions-marketing-2025-4-page-379?lang=en&redirect-ssocas=7080
999			_c1664998 _d1664998