Brand Activism Effectiveness

Although social issues have been considered by the business world for decades, these topics never gained such preponderance as in 21st century. Given great pressures brands to broaden their responsibilities towards society, brand activism emerges a new strategy companies address relevant social-political issues, assuming public stance on and taking action solve or improve them. However, not all are managing participate an era of activism, even those that do always get positive feedback from stakeholders. The main objective this article is carry out literature review developing theoretical model effectiveness highlights factors contribute participation success addressing problems potential effects actions. This thus contributes better understanding phenomenon concluding about useful insights achieve favorable results with actions discussing directions future research field.