LIACOM researchers Alexandra Miguel and Sandra Miranda have published the article “Brands Driving Social Change: The Impact of Social Brand Activism on Consumers’ Pro-Social and Pro-Environmental Attitudes” in the prestigious International Journal of Strategic Communication.

The study analyzes the impact of social brand activism on promoting consumers’ pro-social and pro-environmental attitudes, using a Portuguese retail brand as a case study. The results show that brand activism not only directly influences these attitudes, but also does so indirectly through the mediating role of moral elevation – an emotional process that inspires altruistic and environmentally conscious behavior.

Read the full article here.