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ToolsO'Sullivan, H., Babaee, F., Polkinghorne, M. and Chapleo, C., 2026. Brand activism: Gen Z and socio-political branding. Encyclopedia, 6 (1), 27.
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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.
| Item Type: | Article |
|---|---|
| ISSN: | 2673-8392 |
| Uncontrolled Keywords: | brand; loyalty; activism; consumer; trust; socio; political; value; culture; equity; UK |
| Group: | Faculty of Business and Law |
| ID Code: | 41728 |
| Deposited By: | Symplectic RT2 |
| Deposited On: | 28 Jan 2026 14:04 |
| Last Modified: | 28 Jan 2026 14:04 |
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