H2H Management: Putting Trust and Brand in Focus

BRAND ACTIVISM: A Literature Review and Future Research Agenda

“…The impacts of brand activism on consumer purchase intention (Zhou & Dong, 2022;Schmidt et al, 2018), consumer support (Weinzimmer & Esken, 2016), consumer boycott (Neureiter & Bhattacharya, 2021;Nguyen & Nguyen, 2021;Rim et al, 2020), consumer engagement (Johnson et al, 2022;Brandão & Popoli, 2021;Kotler et al, 2021) and consumer loyalty (Key et al, 2021) What is the impact of brand activism on consumer purchase intention?…”

“…Brand activism and CSR The relationship between CSR and brand activism (Kotler et al, 2021;Mukherjee & Althuizen, 2020;Eilert & Nappier Cherup, 2020) Could CSR measurement scales be 'borrowed' to measure brand activism?…”

“…Brand activism represents a form of market‐based activism (Sibai et al, 2021), the first conceptualization was provided by Sarkar and Kotler (2018), who outlined the phenomenon as “the business efforts to promote, impede, or direct social, political, economic and/or environmental reform with the desire to improve society” (p. 468). Scholars define brand activism as an emerging marketing strategy (Shoenberger et al, 2021), particularly as a positioning tactic (Schmidt et al, 2022), a social marketing approach (Smith et al, 2021) or a progression of the CSR (Kotler et al, 2021). Regardless of its exact definition, brand activism seems to be an intersection between politics and marketing (Jung & Mittal, 2020) where brands intervene and engage in delicate and controversial issues (Klostermann et al, 2022).…”

Portuguese Volunteer Firefighters in the Context of the Challenges Posed by the COVID-19 Pandemic

“…A new model is emerging-the H2H-which values the humanization of the relationship between suppliers of goods and services and their customers, emphasizing people as people and investing in relationships of trust. The advantages of this approach are evident in terms of the real-time adaptation of the supply of goods and services sought by customers, i.e., the immediate adaptation to the changing needs of customers, considering the emotional component of the relationship and the benefits of structuring this relationship on a transparent basis (Kotler et al 2021).…”

“…We consider the initiatives of the volunteer firefighters that will be presented as going beyond the parameters that characterize business (buying and selling) on a regular basis and forprofit since they involve components and goals related to volunteering, solidarity, welfare, humanitarianism, and non-profit purposes. However, and according to Kotler et al (2021), there is in the H2H concept a side of exploitation of the value of frugal, everyday life, and familiarity; in short, it is proximity-based on the trust built-in to ordinary interaction, and the discovery of what human beings have in common interests us here when we address the provision of services to the needy mediated by firefighters. We approach the volunteer firefighters' initiatives as enabling an interaction that is both human and reassuring, which participates in the construction of a normality of daily human interactions, and thus sediments these peacekeepers in the collective imaginary and in collective social representations, as well as their role in the national reality.…”