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How corporate sociopolitical activism in brand communication shapes brand engagement and consumer-based brand equity: the roles of moral intensity, business relatedness, and need for cognition

author
Das, Manish
Lim, Weng Marc
Hollebeek, Linda Desiree
Verma, Aastha
Majumder, Saurav
Sreen, Naman
Saha, Raiswa
statement of authorship
Manish Das, Weng Marc Lim, Linda D. Hollebeek, Aastha Verma, Saurav Majumder, Naman Sreen, Raiswa Sahan
source
International journal of advertising
publisher
Taylor & Francis
year of publication
2026
pages
44 p
url
https://doi.org/10.1080/02650487.2026.2679379
subject term
reklaam
brändimine
kliendid
tarbijauuringud
keyword
advertising
brand communication
consumer brand engagement
consumer-based brand equity
corporate sociopolitical activism
need for cognition
ISSN
0265-0487
scientific publication
teaduspublikatsioon
classifier
1.1
TalTech department
Department of Business Administration
language
English
Das, M., Lim, W. M., Hollebeek, L. D., Verma, A., Majumder, S., Sreen, N., Saha, R. How corporate sociopolitical activism in brand communication shapes brand engagement and consumer-based brand equity: the roles of moral intensity, business relatedness, and need for cognition // International journal of advertising (2026), 44 p. https://doi.org/10.1080/02650487.2026.2679379