Brand activism in the era of permacrisis: systematic literature review and future research agenda
Saved in:
| Title: | Brand activism in the era of permacrisis: systematic literature review and future research agenda |
|---|---|
| Authors: | Anisimova, Tatiana, Lee, Zoe, Ramos, Manoella Antonieta, 1990 |
| Source: | Journal of Marketing Management. 41(5-6):395-429 |
| Subject Terms: | Permacrisis, brand activism, systematic literature review, theoretical framework, future research agenda |
| Description: | Permacrisis – the perpetual state of facing complex and interconnected crises – has been identified as the forces that impact society as a whole. Brand activism (BA) has been emerging as a response whereby companies engage with divisive socio-political crises. However, the BA literature has not adequately addressed the new role that companies should play in mitigating the effects of permacrisis. We conduct a systematic literature review (SLR) of 44 papers published between 2016 and 2024, applying the antecedents, decisions, and outcomes ADO framework. Our SLR inductively builds a framework of brand activism in the permacrisis that integrated themes across micro, meso and macro crises. Additionally, we highlight the interplay between necessity and opportunism in BA within the permacrisis context, offering new insights into its operations and mechanisms. © 2025 The Author(s). |
| File Description: | electronic |
| Access URL: | https://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-55880 https://doi.org/10.1080/0267257x.2025.2488800 |
| Database: | SwePub |
Full Text Finder 
Nájsť tento článok vo Web of Science | Abstract: | Permacrisis – the perpetual state of facing complex and interconnected crises – has been identified as the forces that impact society as a whole. Brand activism (BA) has been emerging as a response whereby companies engage with divisive socio-political crises. However, the BA literature has not adequately addressed the new role that companies should play in mitigating the effects of permacrisis. We conduct a systematic literature review (SLR) of 44 papers published between 2016 and 2024, applying the antecedents, decisions, and outcomes ADO framework. Our SLR inductively builds a framework of brand activism in the permacrisis that integrated themes across micro, meso and macro crises. Additionally, we highlight the interplay between necessity and opportunism in BA within the permacrisis context, offering new insights into its operations and mechanisms. © 2025 The Author(s). |
|---|---|
| ISSN: | 0267257X 14721376 |
| DOI: | 10.1080/0267257x.2025.2488800 |