Brand activism: Research trends and cluster analysis

Abstract

This paper aims to identify emerging research topics related to brand activism: analyzing current research trends and providing a comprehensive overview of its various aspects. Brand activism, transcending traditional business roles, represents a strategic alignment of corporate identities with broader societal values and issues. This study employs a structured approach, including data identification, filtering, and systematization, with a focus on scientific literature in the field. We conduct a systematic literature review using the PRISMA methodology and the SCOPUS database, we identify and analyze 150 relevant documents. VOSviewer software for network analysis and Atlas TI 23 for data categorization are employed to conduct cluster identifications and content analysis. This research identifies four main topics: Corporate Social Responsibility (CSR), Social Media, Brand Equity, and Authenticity. It explores the transition of brand activism from CSR to a more integrated approach in brand identity, examines the significant role of social media in brand activism, and discusses how brand activism impacts brand equity. The study also delves into the concept of authenticity in brand activism, distinguishing genuine efforts from woke-washing. The paper concludes with managerial implications, emphasizing the importance of integrating brand activism into corporate strategies with the dynamic, evolving nature of brand activism. It suggests future research directions, focusing on long-term impacts of brand activism on consumer behavior, brand loyalty and corporate reputation, and on ethical dimensions and risks in various cultural and political contexts.