Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/276182 
Year of Publication: 
2022
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 39 [Issue:] 2 [Year:] 2022 [Pages:] 44-51
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Brands increasingly take a stand on controversial sociopolitical topics – and receive applause as well as severe backlash. Based on four clusters of moral emotions, this paper provides a framework for managers to better understand consumers' emotional responses to brand activism and design future campaigns more effectively.
Document Type: 
Article

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