Transcendent brand activism advertising: explicating the roles of color and message framing in advertising effectiveness

• Main Authors: Zhou, Xuan, Lou, Chen, Huang, Xun
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2023
• Subjects: Business::Marketing; Brand Activism Advertising; Advertising Effectiveness
• Online Access: https://hdl.handle.net/10356/172077
• Institution: Nanyang Technological University

Brands have been increasingly speaking up on sociopolitical issues (so-called brand activism advertising) to showcase their nonneutrality and drive meaningful societal changes. Yet little is known about how brands can strategize brand activism advertising to effectively engage consumers and benefit...