O impacto do ativismo de marca político na reputação empresarial
o caso do ativismo de marca português em um contexto de guerra
DOI:
https://doi.org/10.18568/cmc.v22i64.2953Palavras-chave:
brand activism, political brand activism, corporate reputation, retail sector, war, sustainable developmentResumo
O fenômeno do ativismo de marca tem chamado a atenção de investigadores e empresas, como uma estratégia nova e poderosa para marcas se posicionarem sobre temas sociopolíticos e destacarem os seus valores, com altos ganhos corporativos potenciais. No entanto, a pesquisa sobre esse tema ainda está em estágio exploratório e há várias empresas e acadêmicos considerando o ativismo de marca muito arriscado para as marcas, especialmente em tópicos políticos sensíveis, como questões de guerra. Assim, este artigo tem como objetivo estudar o impacto do ativismo político de marca na reputação corporativa, analisando o ativismo político de uma empresa de varejo que opera em Portugal - Auchan Retail Portugal -, no início de uma guerra específica. Os resultados mostraram que o ativismo de marca tem um impacto positivo significativo na reputação corporativa da Auchan Retail Portugal, contribuindo assim para uma melhor percepção do potencial dessa estratégia para melhorar o desempenho corporativo, gerando vantagens competitivas para as marcas. Este artigo ajuda a reforçar a relevância estratégica do ativismo de marca para as empresas, incentivando um maior investimento corporativo em questões sociopolíticas relevantes.
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