Many stakeholders now expect firms to demonstrate their values by expressing public support for or opposition of partisan sociopolitical issues, a phenomenon the authors call corporate sociopolitical activism (CSA). The authors analyze 293 CSA events initiated by 149 firms across 39 industries to understand the impact on the firm’s stock market performance. This research also considers how the CSA’s deviation from key customer, employee, and government stakeholders’ values and the company’s brand image as well as CSA implementation characteristics, such as whether or not the CEO makes the announcement, whether it involves words or behaviors, and how many companies publicly support the cause affect both investor and customer responses.
Full article in the Journal of Marketing: https://doi.org/10.1177%2F0022242920937000
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