Marketing’s Role in Understanding Political Activity

Korschun, Daniel; Martin, Kelly D.; Vadakkepatt, Gautham

doi:10.1177/0743915620949261

Cited by 34 publications

(43 citation statements)

References 31 publications

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“…Therefore, corporate activism must involve company performance outcomes such as a positive impact on sales, consumer loyalty, brand equity, or reputation Martin;Vadakkepatt, 2020;Vredenburg et al, 2020) while contributing to promoting social change (Eilert;Nappier-Cherup, 2020;Moorman, 2020;Stephan et al, 2016) as it influences the attitudes and behaviors of different social actors (government, other companies, and NGOs).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…Events such as the 2008 global economic crisis or cases of political corruption have diminished citizens' trust in public institutions (Pérez-Morote; Pontones-Rosa; Núñez-Chicharro, 2020). In addition, this distrust has increased due to the political polarization manifested by political figures such as Boris Johnson in the United Kingdom or Jair Bolsonaro in Brazil Martin;Vadakkepatt, 2020).…”

Section: B) Institutional Credibilitymentioning

confidence: 99%

“…Against this background, consumers expect credible public-sector behavior related to goodwill and trust (Jørgensen;Isaksson, 2014). Furthermore, some authors consider this low institutional credibility to be one of the reasons behind the rapid development of corporate activism Martin;Vadakkepatt, 2020). That is, more than half of consumers already consider that companies can solve social problems better and faster than governments (Edelman, 2019), thus the origins of corporate activism may lie in the current difficulties faced by public institutions to address the most pressing problems in society (Scherer;Palazzo;Matten, 2014).…”

Section: B) Institutional Credibilitymentioning

confidence: 99%

“…Given that this is a new topic, it is necessary to analyze the concept in depth and propose models to evaluate and treat it (Vredenburg et al, 2020). In this regard, recent studies showing that activism results in changes in consumer attitudes towards brands (Corcoran; Newman; Devasagayam, 2016; Dodd; Supa, 2014; Korschun et al, 2019; Mukherjee; Althuizen, 2020; Parcha; Kingsley-Westerman, 2020) or its impact on brand equity Martin;Vadakkepatt, 2020;Vredenburg et al, 2020) or reputation (Den-Hond et al, 2014) have emerged.…”

Section: Introductionmentioning

confidence: 99%

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When polarization hits corporations: the moderating effect of political ideology on corporate activism

García

Mediavilla

López-Aza

et al. 2021

EPI

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Traditionally, it has been argued that companies should maintain a neutral stance on issues of a social or political nature, especially controversial ones. However, in recent years, corporations have begun to adopt clear positions on sensitive and polarizing social and political issues. This new phenomenon, called corporate activism, is beginning to gain prominence in corporate strategies, which now extend beyond business objectives and sometimes may go against the beliefs held by many customers. To date, studies aimed at identifying whether these types of actions benefit or harm companies are scarce, and none of them have focused on consumer perceptions. Adopting the latter approach, this work identifies the antecedents and effects of corporate activism, and the influence that political ideology can have as a variable moderating these effects. Analysis of a sample of 1,521 individuals representative of the Spanish population using a structural equation model yielded the following results: (i) institutional and corporate credibility and authenticity act as antecedents of corporate activism, (ii) when credibility in institutions diminishes, consumers perceive that corporations should be more involved in social and political affairs, even when controversial or polarizing, (iii) reputation and brand equity are considered effects of corporate activism, and (iv) political ideology acts as a variable moderating these effects, in such a way that individuals with a more conservative ideology do not appreciate that companies that get involved in activist initiatives will enjoy positive consequences on their reputation and brand equity, while individuals with more liberal views do perceive such positive effects. These findings help companies to guide their strategic decisions, especially those related to corporate social responsibility (CSR), as well as help governments and institutions to understand the social changes that are taking place and understand the role that consumers expect corporations to play today.

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Section: Theoretical Frameworkmentioning

confidence: 99%

Section: B) Institutional Credibilitymentioning

confidence: 99%

Section: B) Institutional Credibilitymentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

When polarization hits corporations: the moderating effect of political ideology on corporate activism

García

Mediavilla

López-Aza

et al. 2021

EPI

View full text Add to dashboard Cite

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“…It is clear now more than ever that civil engagement and dialogue between citizens from different political parties is greatly needed. In their opening editorial to the JPP&M Special Issue on Political Activity and Marketing, Korschun, Martin, and Vadakkepatt (2020) advise a system of dialogues between citizens and political entities, citizens and business, and business and political entities for a healthy, functioning political society. We extend this thinking to call for greater within-citizen dialogues as well.…”

Section: Political Dividesmentioning

confidence: 99%

Introduction to the Commentary Series: Inequalities and Divides as We Continue to Grapple with a Global Pandemic

Scott¹,

Martin²

2020

Journal of Public Policy & Marketing

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Adbusting: How advertising altered by activists affects brands

Maier,

Mafael

2024

Psychology and Marketing

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A subversive phenomenon is challenging advertisers and brand managers: adbusting, a form of activism that alters existing brand communication (e.g., a billboard ad) to promote social/political issues (e.g., pro‐environmental behavior) or denounces the targeted brand (e.g., its labor standards). We conceptualize the effect of adbusting on consumers and provide empirical evidence that adbusting has ambiguous effects on consumers' brand perception. On the one hand, the incongruency of the message with consumers' existing brand schemata raises ad awareness. On the other hand, the effect of an adbust on subsequent cognitive and behavioral outcomes depends on the content of the adbust: if the brand itself is targeted (vs. a social or political issue), brand perception, word‐of‐mouth, and purchase intention are negatively affected. This negative effect is mitigated if the adbust targets a social/political issue. In a mixed‐method design, we use a panel of real‐world adbusts (Pilot Study) and four experimental studies (Studies 1–4) to shed light on these effects.

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Marketing’s Role in Understanding Political Activity

Abstract: Marketing and Political Activity The internet, social media, and technology Political Actor Outcomes (e.g., changes in regulation, degree of transparency)

Cited by 34 publications

References 31 publications

When polarization hits corporations: the moderating effect of political ideology on corporate activism

When polarization hits corporations: the moderating effect of political ideology on corporate activism

Introduction to the Commentary Series: Inequalities and Divides as We Continue to Grapple with a Global Pandemic

Adbusting: How advertising altered by activists affects brands

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