Peace Brand Activism: Global Brand Responses to the War in Ukraine

• Published in: Journal of public policy & marketing Vol. 44; no. 1; pp. 100 - 121
• Main Authors: Tsougkou, Eleni, Sykora, Martin, Elayan, Suzanne, Ifie, Kemefasu, Oliveira, João S.
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.01.2025; SAGE PUBLICATIONS, INC
• Subjects: Activism; Geopolitics; International relations; Marketing; Peace; Policy making; Social media; Social networks; War; Ukraine; peace activism; war; brand activism; peace marketing; global brand; social media
• ISSN: 0743-9156; 1547-7207
• DOI: 10.1177/07439156241289079

Following the outbreak of the war in Ukraine in February 2022, many global brands took a stand on the crisis, which often elicited polarized consumer responses. This study explores this phenomenon—peace brand activism (PBA)—by conducting an inductive analysis of global brands’ responses to the Russi...