NIM Marketing Intelligence Review

Brand Activism

Corporate Activism • Boycott • Buycott • Brand Risk • Socio-Political Risk Assessment • Political Marketing • Lobbying


This issue provides guidance on how marketers should think about politics and how to successfully implement brand activism strategies. The articles cover not only consumer reactions to brand activism, but also the reactions of investors, employees, and politicians. In all, you’ll find a 360-degree view of one of today’s most exciting and important topics.


Guest Editor
Daniel Korschun, Department Head of Marketing und Associate Professor, Drexel University; Philadelphia, PA, USA

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Issue Contents

Brand Activism Is Here to Stay: Here’s Why

Brand activism involves a publicly stated position and goes beyond simply fulfilling a social responsibility. It seeks to proactively cha...

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Professor Daniel Korschun presents the issue of the NIM Marketing Intelligence Review on "Brand Activism"

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Turning Social Risk to Your Brand’s Advantage

Employment practices, civic responsibilities, philanthropy, environmental stewardship, the conduct of corporate executives and employees,...

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Should Your Brand Pick a Side? How Market Share Determines the Impact of Divisive Corporate Political Stances

When the public opinion on a social matter is divided, it is riskier for large brands to engage in activism than for small brands. As lon...

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Boycott or Buycott: The Aftermath of Corporate Activism

Some stakeholders, notably investors, might be worried that debatable activism interferes with the goal of making profits. Therefore, the...

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Lobbying and the Like: Managing the Regulatory Environment

Companies not only stand up for or against specific matters in plain sight of the customer, they also pursue their interests less publicl...

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Tweeter-in-Chief Donald J. Trump: The Story of the Downfall of a Brand

Trump’s frustration with mainstream “fake news” media led him to focus his communications on social media and Twitter in particular. An...

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Purpose Beyond Profit: Things That Matter When Millennials Go Job Hunting

In a survey of future leaders, millennials answered what motivates them in their careers. Having a positive impact on society was the mos...

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(Cass) Bayes Business School: Rebranding Due to Slavery Links

The killing of George Floyd by a police officer in June of 2020 put the spotlight on brands with any history of racial injustice. One of...

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