LIACOM researchers Alexandra Miguel and Sandra Miranda have published the article entitled “How to effectively communicate brand activism” in the scientific journal Estudos em Comunicação.

The article examines the challenges and strategies of effective Brand Activism communication, focusing on the alignment between the cause and stakeholders’ values, the fit between the brand and the advocated cause (brand–cause fit), the authenticity of activist initiatives, and the importance of engaging and dialogical activist communication in fostering public support for both the brand and the cause.

Access the full article here.