LIACOM researchers Sandra Miranda and Alexandra Miguel have published the article “The impact of political brand activism on corporate reputation: the case of Portuguese brand activism in a war context” in the latest issue of the scientific journal Comunicação Mídia e Consumo.

The study focuses on brand activism as a corporate strategy, particularly in sensitive sociopolitical contexts, analyzing the case of Auchan Retail Portugal during a time of war. The results show that brand activism had a positive and significant effect on the company’s reputation, suggesting that, when well managed, it can represent a competitive advantage for organizations, while contributing to social change processes.

Read the full article here.