Brand Activism from the Academic, Professional and Consulting Perspective
DOI:
https://doi.org/10.33732/ixc/13/01ElactiKeywords:
Brand Activism, Consumers, Advertising, Social Marketing, Social ChangeAbstract
Brand Activism consists of corporate efforts to promote, prevent or direct social, political, economic and/or environmental reform or stagnation with the desire to promote or prevent social improvements (Sarkar y Kotler, 2018). This research aims to shed light on this tool from the point of view of three sectors: the academic, the professional and the consultant, with a methodology based on the in-depth interview technique applied to 28 professionals, and the use of the ATLAS.ti program. The conclusions that have been reached are revealing: brand activism is a long-term, transversal and strategic strategy, with external and internal impact of a reactive nature (it aims to solve a problem that already exists) and aimed at consumers ¾because they want to position the brand favorably before them based on their activism¾ but also aimed at society in general. A powerful tool whose use still has a long way to go in our country.
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