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Social Impact of Brand Activism Initiatives and Insights for Emerging Markets

Yıl 2023, Cilt: 20 Sayı: 55, 671 - 686, 29.09.2023
https://doi.org/10.26466/opusjsr.1343046

Öz

This paper explores the under-researched area of how emerging market dynamics affect brands that take a sociopolitical stance. Our purpose is to gain a deeper understanding of brand activism in emerging markets and its impact on society and brands in the light of the Scandinavian Institutionalism Theory that deals with the changing meanings of ideas during their transition from one place to another. We have conducted in-depth interviews and alternated between literature reviews. Qualitative thematic analysis is used to comprehend the position of brand activism in emerging markets and present insights for future research. From a macro perspective, our insights propose a taxonomy of social impact for brand activism in emerging markets. This study suggests a dynamic and interactive process in which brand activism ideas and practices are circulated across national boundaries and institutional orders, shifting from generalized notions to embedded practices with local meanings.

Kaynakça

  • Bailey, J. R., and Phillips, H. (2020). How Do Consumers Feel When Companies Get Political? Harvard Business Review https://hbr.org/2020/02/how-do-consumers-feel-when-companies-get-political 20H. XU ET AL. Accessed November 25, 2021.
  • Bartley, T. (2003). Certifying forests and factories: States, social movements, and the rise of private regulation in the apparel and forest products fields. Politics and Society 31(3), 433-464
  • Boxenbaum, E., & Pedersen, J. S. (2009). Scandinavian institutionalism: A case of institutional work. In Institutional work: Actors and agency in institutional studies of organizations (pp. 178-204). Cambridge University Press.
  • Braun, V., & Clarke, V. (2013). Successful qualitative research: A practical guide for beginners. London: Sage.
  • Cassinger, C., Merkelsen, H., Eksell, J., & Rasmussen, R. K. (2016). Translating public diplomacy and nation branding in Scandinavia: An institutional approach to the cartoon crises. Place Branding and Public Diplomacy, 12(2), 172-186.
  • Chattopadhyay, A., Batra, R., & Ozsomer, A. (2012). The new emerging market multinationals: Four strategies for disrupting markets and building brands. McGraw Hill Professional.
  • Corbin, J., & Strauss, A. (2014). Basics of qualitative research: Techniques and procedures for developing grounded theory. Sage publications
  • Czarniawska, B., & Joerges, B. (1996). Travels of ideas. Translating organizational change, 56, 13-47.
  • Douglas, S. P., & Craig, C. S. (2006). On improving the conceptual foundations of international marketing research. Journal of International Marketing, 14(1), 1-22.
  • Salles-Djelic, M. L., & Sahlin-Andersson, K. (2006). Institutional dynamics in a re-ordering world.
  • Enikolopov, R., Petrova, M., & Sonin, K. (2018). Social media and corruption. American Economic Journal: Applied Economics, 10(1), 150-74.
  • Gatignon, A. (2022). The double‐edged sword of boundary‐spanning Corporate Social Responsibility programs. Strategic Management Journal.
  • Handelman, J. M. (1999). Culture jamming: Expanding the application of the critical research project. ACR North American Advances.
  • Hoffman, A. J. (2001). From heresy to dogma: An institutional history of corporate environmentalism. Stanford University Press.
  • Hofstede, (2022), Hofstede Country Comparison: Power Distance, https://www.hofstede-insights.com/country-comparison/turkey/, accessed at 20.10.2022.
  • Hollenbeck, C. R., and Zinkhan, G. M. (2010). Anti‐brand communities, negotiation of brand meaning, and the learning process: The case of Wal‐Mart. Consumption, Markets and Culture 13(3): 325-345.
  • Holt, D. B. (2002). Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, 29(1): 70-90. Doi: https://doi.org/10.1086/339922
  • Jamali, D., and Carroll, A. (2017). Capturing advances in CSR: Developed versus developing country perspectives. Business Ethics: A European Review, 26(4), 321-325.
  • Karaosmanoglu, E., Altinigne, N., & Isiksal, D. G. (2016). CSR motivation and customer extra-role behavior: Moderation of ethical corporate identity. Journal of Business Research, 69(10), 4161-4167.
  • Layton, R. (2011). Towards a Theory of Marketing Systems. European Journal of Marketing, 45(1/2), 259–279. Lee, M. S., Motion, J., and Conroy, D. (2009). Anti-consumption and brand avoidance. Journal of Business Research 62(2): 169-180.
  • Lobschat, L., Mueller, B., Eggers, F., Brandimarte, L., Diefenbach, S., Kroschke, M., & Wirtz, J. (2021). Corporate digital responsibility. Journal of Business Research, 122, 875-888.
  • Marchetti, G. (2016). Activism. Journal of Chinese cinemas, 10(1), 4-7.
  • Mirzaei, A., Wilkie, D. C., and Siuki, H. (2022). Woke brand activism authenticity or the lack of it. Journal of Business Research, 139, 1-12.
  • Moorman, C. (2020). Commentary: Brand activism in a political world. Journal of Public Policy and Marketing 39(4), 388–92
  • Morhart, F., Mala ̈r, L., Gu`evremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200–218.
  • Mukherjee, S., & Althuizen, N. (2020). Brand activism: Does courting controversy help or hurt a brand?. International journal of research in marketing, 37(4), 772-788.
  • OECD (2021), “Turkey country note going for growth 2021”, accessed 30 November 2022, https://www.oecd.org/economy/turkiye-economic-snapshot/
  • Özturan, P., & Grinstein, A. (2022). Impact of Global Brand Chief Marketing Officers’ Corporate Social Responsibility and Sociopolitical Activism Communication on Twitter. Journal of International Marketing, 30(3), 72-82.
  • Raeburn, N. C. (2004). Changing corporate America from inside out: Lesbian and gay workplace rights (Vol. 20). U of Minnesota Press.
  • Penaloza, L., & Price, L. L. (1993). Consumer resistance: a conceptual overview. ACR North American Advances.
  • Porter, M.E. and M.R. Kramer (2011), “Creating Shared Value How to Reinvent Capitalism-and Unleash a Wave of Innovation and Growth,” Harvard Business Review, January-February, 1-17.
  • Sahlin-Andersson, K. (2011). Imitating by editing success: The construction of organizational fields. In Translating organizational change (pp. 69-92). de Gruyter.
  • Sahlin, K., & Wedlin, L. (2008). Circulating ideas: Imitation, translation and editing. The Sage handbook of organizational institutionalism, 218, 242.
  • Sarkar, C., and Kotler, P. (2018). Brand Activism: From Purpose to Action. Idea Bite Press.
  • Schmidt, H. J., Ind, N., Guzman, F., & Kennedy, E. (2021). Sociopolitical activist brands. Journal of Product & Brand Management, 31(1), 40-55.
  • Schmidt-Devlin, E., Özsomer, A., & Newmeyer, C. E. (2022). How to Go GloCal: Omni-Brand Orientation Framework. Journal of International Marketing.
  • Schultz, F., Castelló, I., & Morsing, M. (2013). The construction of corporate social responsibility in network societies: A communication view. Journal of business ethics, 115(4), 681-692.
  • Shaheen, M., and Pradhan, S. (2019). Sampling in qualitative research. In Qualitative techniques for workplace data analysis (pp. 25-51). IGI Global.
  • Sheth, J. N. (2011). Impact of emerging markets on marketing: Rethinking existing perspectives and practices. Journal of marketing, 75(4), 166-182.
  • Sheth, J. (2020). Business of business is more than business: Managing during the Covid crisis. Industrial Marketing Management, 88, 261-264.
  • Soule, S. A. (2009). Contention and corporate social responsibility. Cambridge University Press.
  • Suler, J. (2004). The online disinhibition effect. Cyberpsychology & behavior, 7(3), 321-326.
  • Sustainable Brands (2022), https://network.surdurulebilirlik.com.tr/Etkinlik/sb-brands-for-good-turkiyenin-sorumlu-tuketim-davranislari-webinari https://network.surdurulebilirlik.com.tr/Etkinlik/-sb-brands-for-good-turkiyenin-tuketici-karbon-farkindalik-webinari-
  • Swaminathan, V., Sorescu, A., Steenkamp, J. B. E. M., O’Guinn, T. C. G., and Schmitt, B. (2020). Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries. Journal of Marketing 84(2): 24–46.
  • Swant, M. (2021). Silence Is Not An Option: Research Shows Consumers Expect CEOs To Take A Stand On Political Issues, Forbes, https://www.forbes.com/sites/martyswant/2021/04/19/silence-is-not-an-option-research-shows-consumers-expect-ceos-to-take-a-stand-on-political-issues/?sh=33ce253646c6 Accessed at December 28, 2022
  • Tausch, A., & Heshmati, A. (2017). Testing Turkey’s place within the maps of global economic, political and social values. Polish Political Science Review, 5(1), 73-110.
  • Teece D, Peteraf M, Leih S (2016) Dynamic capabilities and organizational agility: Risk, uncertainty, and strategy in the innovation economy. California Management Review 58(4):13–35.
  • Vossen, E., & van Gestel, N. (2019). Translating macro-ideas into micro-level practices: The role of social interactions. Scandinavian Journal of Management, 35(1), 26-35.
  • Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands taking a stand: Authentic brand activism or woke washing?. Journal of public policy & marketing, 39(4), 444-460.
  • Wæraas, A., & Nielsen, J. A. (2016). Translation theory ‘translated’: Three perspectives on translation in organizational research. International journal of management reviews, 18(3), 236-270.
  • Yoon, Y., Gürhan-Canli, Z., & Schwarz, N. (2006). The effect of corporate social responsibility (CSR) activities on companies with bad reputations. Journal of Consumer Psychology, 16(4), 377-390.
  • Zainuddin, N., & Russell-Bennett, R. (2017). The many paths to societal wellbeing: Charting a course forward. Journal of Social Marketing, 7(4), 350-354.

Yükselen Pazarlar için Marka Aktivizmi Girişimlerinin Sosyal Etkisi ve İçgörüler

Yıl 2023, Cilt: 20 Sayı: 55, 671 - 686, 29.09.2023
https://doi.org/10.26466/opusjsr.1343046

Öz

Sosyo-politik bir duruş sergileyen markaları ve onlara yönelik algıları incelediğimiz bu çalışmada aktivizm literatüründe henüz yeterince araştırılmamış olan gelişmekte olan pazar dinamiklerinin bu markaların aktivizm girişimlerini nasıl etkilediği üzerine odaklanılmıştır. Bu çalışmada gelişmekte olan pazarlardaki marka aktivizmi girişimlerinin ve onun toplum ve markalar üzerindeki etkisinin, fikirlerin sınırlar, kültürler arasında değişen anlamlarını ele alan İskandinav Kurumsalcılığı Teorisi çerçevesinde daha derinlemesine anlaşılması amaçlanmıştır. Gelişmekte olan pazarlardaki marka aktivizminin konumunu anlamak ve geleceğe yönelik araştırma içgörülerini detaylı bir şekilde ortaya koyabilmek adına derinlemesine görüşmelere dayanan nitel tematik analiz kullanılmıştır. Analizlerimiz sonucunda makro perspektiften elde ettiğimiz içgörülere dayanarak çalışmanın sonunda gelişmekte olan pazarlardaki marka aktivizmi için sosyal etki sınıflandırması önerilmiştir. Bu çalışma marka aktivizmi fikirlerinin ve uygulamalarının ulusal sınırlar ve kurumsal düzenler ötesinde dolaştığı, genel kavramlardan yerel anlam taşıyan gömülü uygulamalara geçişin dinamik ve etkileşimli bir süreç olduğunu önermektedir.

Kaynakça

  • Bailey, J. R., and Phillips, H. (2020). How Do Consumers Feel When Companies Get Political? Harvard Business Review https://hbr.org/2020/02/how-do-consumers-feel-when-companies-get-political 20H. XU ET AL. Accessed November 25, 2021.
  • Bartley, T. (2003). Certifying forests and factories: States, social movements, and the rise of private regulation in the apparel and forest products fields. Politics and Society 31(3), 433-464
  • Boxenbaum, E., & Pedersen, J. S. (2009). Scandinavian institutionalism: A case of institutional work. In Institutional work: Actors and agency in institutional studies of organizations (pp. 178-204). Cambridge University Press.
  • Braun, V., & Clarke, V. (2013). Successful qualitative research: A practical guide for beginners. London: Sage.
  • Cassinger, C., Merkelsen, H., Eksell, J., & Rasmussen, R. K. (2016). Translating public diplomacy and nation branding in Scandinavia: An institutional approach to the cartoon crises. Place Branding and Public Diplomacy, 12(2), 172-186.
  • Chattopadhyay, A., Batra, R., & Ozsomer, A. (2012). The new emerging market multinationals: Four strategies for disrupting markets and building brands. McGraw Hill Professional.
  • Corbin, J., & Strauss, A. (2014). Basics of qualitative research: Techniques and procedures for developing grounded theory. Sage publications
  • Czarniawska, B., & Joerges, B. (1996). Travels of ideas. Translating organizational change, 56, 13-47.
  • Douglas, S. P., & Craig, C. S. (2006). On improving the conceptual foundations of international marketing research. Journal of International Marketing, 14(1), 1-22.
  • Salles-Djelic, M. L., & Sahlin-Andersson, K. (2006). Institutional dynamics in a re-ordering world.
  • Enikolopov, R., Petrova, M., & Sonin, K. (2018). Social media and corruption. American Economic Journal: Applied Economics, 10(1), 150-74.
  • Gatignon, A. (2022). The double‐edged sword of boundary‐spanning Corporate Social Responsibility programs. Strategic Management Journal.
  • Handelman, J. M. (1999). Culture jamming: Expanding the application of the critical research project. ACR North American Advances.
  • Hoffman, A. J. (2001). From heresy to dogma: An institutional history of corporate environmentalism. Stanford University Press.
  • Hofstede, (2022), Hofstede Country Comparison: Power Distance, https://www.hofstede-insights.com/country-comparison/turkey/, accessed at 20.10.2022.
  • Hollenbeck, C. R., and Zinkhan, G. M. (2010). Anti‐brand communities, negotiation of brand meaning, and the learning process: The case of Wal‐Mart. Consumption, Markets and Culture 13(3): 325-345.
  • Holt, D. B. (2002). Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, 29(1): 70-90. Doi: https://doi.org/10.1086/339922
  • Jamali, D., and Carroll, A. (2017). Capturing advances in CSR: Developed versus developing country perspectives. Business Ethics: A European Review, 26(4), 321-325.
  • Karaosmanoglu, E., Altinigne, N., & Isiksal, D. G. (2016). CSR motivation and customer extra-role behavior: Moderation of ethical corporate identity. Journal of Business Research, 69(10), 4161-4167.
  • Layton, R. (2011). Towards a Theory of Marketing Systems. European Journal of Marketing, 45(1/2), 259–279. Lee, M. S., Motion, J., and Conroy, D. (2009). Anti-consumption and brand avoidance. Journal of Business Research 62(2): 169-180.
  • Lobschat, L., Mueller, B., Eggers, F., Brandimarte, L., Diefenbach, S., Kroschke, M., & Wirtz, J. (2021). Corporate digital responsibility. Journal of Business Research, 122, 875-888.
  • Marchetti, G. (2016). Activism. Journal of Chinese cinemas, 10(1), 4-7.
  • Mirzaei, A., Wilkie, D. C., and Siuki, H. (2022). Woke brand activism authenticity or the lack of it. Journal of Business Research, 139, 1-12.
  • Moorman, C. (2020). Commentary: Brand activism in a political world. Journal of Public Policy and Marketing 39(4), 388–92
  • Morhart, F., Mala ̈r, L., Gu`evremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200–218.
  • Mukherjee, S., & Althuizen, N. (2020). Brand activism: Does courting controversy help or hurt a brand?. International journal of research in marketing, 37(4), 772-788.
  • OECD (2021), “Turkey country note going for growth 2021”, accessed 30 November 2022, https://www.oecd.org/economy/turkiye-economic-snapshot/
  • Özturan, P., & Grinstein, A. (2022). Impact of Global Brand Chief Marketing Officers’ Corporate Social Responsibility and Sociopolitical Activism Communication on Twitter. Journal of International Marketing, 30(3), 72-82.
  • Raeburn, N. C. (2004). Changing corporate America from inside out: Lesbian and gay workplace rights (Vol. 20). U of Minnesota Press.
  • Penaloza, L., & Price, L. L. (1993). Consumer resistance: a conceptual overview. ACR North American Advances.
  • Porter, M.E. and M.R. Kramer (2011), “Creating Shared Value How to Reinvent Capitalism-and Unleash a Wave of Innovation and Growth,” Harvard Business Review, January-February, 1-17.
  • Sahlin-Andersson, K. (2011). Imitating by editing success: The construction of organizational fields. In Translating organizational change (pp. 69-92). de Gruyter.
  • Sahlin, K., & Wedlin, L. (2008). Circulating ideas: Imitation, translation and editing. The Sage handbook of organizational institutionalism, 218, 242.
  • Sarkar, C., and Kotler, P. (2018). Brand Activism: From Purpose to Action. Idea Bite Press.
  • Schmidt, H. J., Ind, N., Guzman, F., & Kennedy, E. (2021). Sociopolitical activist brands. Journal of Product & Brand Management, 31(1), 40-55.
  • Schmidt-Devlin, E., Özsomer, A., & Newmeyer, C. E. (2022). How to Go GloCal: Omni-Brand Orientation Framework. Journal of International Marketing.
  • Schultz, F., Castelló, I., & Morsing, M. (2013). The construction of corporate social responsibility in network societies: A communication view. Journal of business ethics, 115(4), 681-692.
  • Shaheen, M., and Pradhan, S. (2019). Sampling in qualitative research. In Qualitative techniques for workplace data analysis (pp. 25-51). IGI Global.
  • Sheth, J. N. (2011). Impact of emerging markets on marketing: Rethinking existing perspectives and practices. Journal of marketing, 75(4), 166-182.
  • Sheth, J. (2020). Business of business is more than business: Managing during the Covid crisis. Industrial Marketing Management, 88, 261-264.
  • Soule, S. A. (2009). Contention and corporate social responsibility. Cambridge University Press.
  • Suler, J. (2004). The online disinhibition effect. Cyberpsychology & behavior, 7(3), 321-326.
  • Sustainable Brands (2022), https://network.surdurulebilirlik.com.tr/Etkinlik/sb-brands-for-good-turkiyenin-sorumlu-tuketim-davranislari-webinari https://network.surdurulebilirlik.com.tr/Etkinlik/-sb-brands-for-good-turkiyenin-tuketici-karbon-farkindalik-webinari-
  • Swaminathan, V., Sorescu, A., Steenkamp, J. B. E. M., O’Guinn, T. C. G., and Schmitt, B. (2020). Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries. Journal of Marketing 84(2): 24–46.
  • Swant, M. (2021). Silence Is Not An Option: Research Shows Consumers Expect CEOs To Take A Stand On Political Issues, Forbes, https://www.forbes.com/sites/martyswant/2021/04/19/silence-is-not-an-option-research-shows-consumers-expect-ceos-to-take-a-stand-on-political-issues/?sh=33ce253646c6 Accessed at December 28, 2022
  • Tausch, A., & Heshmati, A. (2017). Testing Turkey’s place within the maps of global economic, political and social values. Polish Political Science Review, 5(1), 73-110.
  • Teece D, Peteraf M, Leih S (2016) Dynamic capabilities and organizational agility: Risk, uncertainty, and strategy in the innovation economy. California Management Review 58(4):13–35.
  • Vossen, E., & van Gestel, N. (2019). Translating macro-ideas into micro-level practices: The role of social interactions. Scandinavian Journal of Management, 35(1), 26-35.
  • Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands taking a stand: Authentic brand activism or woke washing?. Journal of public policy & marketing, 39(4), 444-460.
  • Wæraas, A., & Nielsen, J. A. (2016). Translation theory ‘translated’: Three perspectives on translation in organizational research. International journal of management reviews, 18(3), 236-270.
  • Yoon, Y., Gürhan-Canli, Z., & Schwarz, N. (2006). The effect of corporate social responsibility (CSR) activities on companies with bad reputations. Journal of Consumer Psychology, 16(4), 377-390.
  • Zainuddin, N., & Russell-Bennett, R. (2017). The many paths to societal wellbeing: Charting a course forward. Journal of Social Marketing, 7(4), 350-354.
Toplam 52 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Sosyal Politika (Diğer)
Bölüm Research Articles
Yazarlar

Didem Gamze Işıksal

Peren Ozturan 0000-0002-3633-6361

Elif Karaosmanoğlu 0000-0002-2056-3885

Erken Görünüm Tarihi 30 Eylül 2023
Yayımlanma Tarihi 29 Eylül 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 20 Sayı: 55

Kaynak Göster

APA Işıksal, D. G., Ozturan, P., & Karaosmanoğlu, E. (2023). Social Impact of Brand Activism Initiatives and Insights for Emerging Markets. OPUS Journal of Society Research, 20(55), 671-686. https://doi.org/10.26466/opusjsr.1343046