ESCS - Capítulos ou partes de livros
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- The sociopolitical effects of brand activism: perspectives, contributions and challenges of the communicational approach of brands to sociopolitical causesPublication . de Matos Miguel, Alexandra; Lopes Miranda, Sandra MarisaBased on a literature review and concrete examples, this investigation seeks to explore and debate the theoretical perspectives on brand activism as a strand of strategic communication with sociopolitical purposes, addressing the positive impacts, as well of the challenges, of brand activism contributing to the promotion of sociopolitical changes. Likewise, the strategic factors that brands should consider to address activist causes more effectively will also be discussed, as well as the potential sociopolitical impacts promoted by brand activism campaigns that can still be studied by academia.