The virtuous brand: The perils and promises of brand virtue signaling

Autor:	Sarah Lord Ferguson, Emma Wang, Pierre Berthon, Leyland Pitt
Rok vydání:	2023
Předmět:	Marketing Virtue Conceptual framework media_common.quotation_subject Sociology Business and International Management Evolutionary theory Epistemology Social movement media_common
Zdroj:	Business Horizons. 66:27-36
ISSN:	0007-6813
Popis:	Signaling how virtuous a brand is has become an ever more common strategy. Brands have recently outcompeted one another to align themselves with various causes. We explore the rise in virtue signaling and review prominent examples of brands who have linked themselves to social movements: some successfully, some unsuccessfully. We draw on evolutionary theory to develop a conceptual framework to think about brand virtue signaling. Armed with this framework managers can assess whether their brands should adopt virtue signaling as a strategy and assess the short- and long-term implications of such a decision.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::aa5fb0e775251bc3e59f6d95aa667079 https://doi.org/10.1016/j.bushor.2021.10.006 Zobrazit plný text záznamu Full Text from ScienceDirect