What drives activism for peace

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Tsougkou, Eleni and Ifie, Kemefasu and Kania, Klaudia (2026) What drives activism for peace. In: 55th Annual Conference of the European Marketing Academy, 2026-06-02 - 2026-06-05, University of Bath.

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Abstract

In response to recent geopolitical conflicts, brands have often engaged in visible public initiatives to support peace or oppose conflict, with important consequences for their reputation, stakeholder relationships, and market performance. This research examines the emerging phenomenon of Peace Brand Activism (PBA) by investigating the so far under-explored reasons that drive brands to engage in and communicate peace-oriented initiatives. Drawing on a qualitative approach, the study uncovers a range of intrinsic and extrinsic motivations, as well as hybrid motivations, that inform PBA approaches. The findings contribute to a deeper theoretical understanding of brand activism in the context of anti-war and peace-related issues and offer practical guidance for managers seeking to evaluate and navigate brand decisions in the context of contemporary conflicts.

ORCID iDs

Tsougkou, Eleni ORCID logoORCID: https://orcid.org/0000-0001-5083-4028, Ifie, Kemefasu and Kania, Klaudia;
CORE (COnnecting REpositories)