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Brand Activism: Gen Z and Socio-Political Branding

Authors: O'Sullivan, H., Babaee, F., Polkinghorne, M. and Chapleo, C.

Journal: Encyclopedia

Volume: 6

Issue: 1

Publisher: MDPI AG

eISSN: 2673-8392

ISSN: 2673-8392

DOI: 10.3390/encyclopedia6010027

Abstract:

Branding refers to the distinctiveness of an organization that differentiates it from its competitors and builds loyalty with customers. Brand trust is the confidence consumers have in a company to deliver consistently against their expectations of the brand. Brand equity is the commercial value that a brand has and is linked to consumer perception and loyalty. Culture refers to the expected behaviors of a defined group of people, e.g., customers. Brand activism is when an organization takes a visible ideological stance associated with a specific issue or social concern. Socio-political branding refers to the practice of using brand activism specifically to connect with certain key stakeholder groups.

https://www.mdpi.com/2673-8392/6/1/27

Source: Manual