Brand Activertising: From Profit-Purpose to Social Positioning

Alexandre Duarte, Simão Chambel

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


In an era of highly polarized public opinion, organizations all over the world are now facing a great dilemma, as brand activism and CSR strategies have a stronger influence on consumer behaviors than the traditional marketing campaigns. With marketing changing from purpose to action, and consumers becoming more belief driven, companies are being asked to take a stand, and choose a side on controversial sociopolitical issues. Advertising, the spearhead of organizational communication, which has always appropriated the social codes in force in society to persuade its target audience to carry out certain actions, nowadays, can no longer be dissociated from the moral concerns of consumers who increasingly demand corporate responsibility from organizations. This chapter explores the evolution of advertising's role, in a historical and contextual approach, analyzed from the new relationship model that citizens and consumers demand from companies and the reflection that it has on the advertising message.
Original languageEnglish
Title of host publicationThe Role of Brands in an Era of Over-Information
EditorsRicardo Correia, Dominyka Venciūtė, Bruno Sousa
PublisherIGI Global
Number of pages18
ISBN (Electronic)9781668483534
ISBN (Print)9781668483510
Publication statusPublished - 2023


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