BRAND ACTIVISM: A Literature Review and Future Research Agenda

Brand activism is a new and fragmented phenomenon that has been attracting growing attention from scholars. Research on this topic is still at an exploratory stage and in need of advancement and conceptualization. The aim of this study is to systematize the extant literature on brand activism by attempting an in‐depth exploration of the antecedents that identify the construct along with the influencing and consequence factors that will need to be tested and validated by future research. This study adopts the guidelines provided by the SPAR‐4‐SLR protocol and considers 76 papers with no time limitation. To the best of our knowledge, this seems to be the first scientific systematization of brand activism. From the in‐depth analysis of the extant literature, two conceptual frameworks were constructed that can guide both researchers, in their understanding and investigation of the phenomenon, and practitioners in their implementation strategies of brand activism. The no time restriction of the analysis has allowed an investigation of the phenomenon from its prodromes until recent years, also highlighting important gaps that will have to be filled by future research.