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EMAC 2024 Annual


The barking Underdog - Effects of Underdog vs. Top Dog Brand Activism with special focus on the role of Corporate Hypocrisy and Perceived Opportunism.
(A2024-118347)

Published: May 28, 2024

AUTHORS

Freya-Lena Blickwedel, Heinrich-Heine-University Düsseldorf; Janis Witte, Heinrich-Heine-Universität Düsseldorf

ABSTRACT

Stakeholder expectations always embody latent or manifest requirements for companies. As a result, new marketing approaches may occur or gain importance. Today, stakeholders have rising expectations that companies engage in social and political issues. In this context, a new approach is increasingly attracting practical and academic interest: Brand Activism. Brand Activism deals with companies taking a stand on partisan societal issues using their brand name, thus trying to meet stakeholders’ expectations to participate in solving societal issues. However, research on Brand Activism is still in its early stages, which is why practical implications can be hardly given so far. The present study thus aims to examine the impact of Brand Activism for different brand types, specifically Underdog and Top Dog brands, considering factors like perceived corporate hypocrisy and opportunism. Our results show that even - or especially - Underdogs could take it upon themselves to bark louder.