The impact of CEO activism in brand reputation

Duarte, António Alexandre de Oliveira

http://hdl.handle.net/10362/164152

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Autores

Duarte, António Alexandre de Oliveira

Resumo(s)

With marketing changing from a logic of purpose to a logic of action, and with consumers becoming more belief driven and increasingly assum- ing their social positions, organizations have been also asked to position themselves and choose a side on controversial, often divisive, sociopoliti- cal issues. According to Rumstadt and Kanbach (2022), the public expects CEOs to take stances on social debates, independent of their business relat- edness, with 65% of consumers assuming that they want CEOs to speak on major social issues (Hou & Poliquin, 2023).