The impact of CEO activism in brand reputation: the PROZIS case

Alexandre  Duarte

The impact of CEO activism in brand reputation: the PROZIS case

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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Abstract

With marketing changing from a logic of purpose to a logic of action, and with consumers becoming more belief driven and increasingly assum- ing their social positions, organizations have been also asked to position themselves and choose a side on controversial, often divisive, sociopoliti- cal issues. According to Rumstadt and Kanbach (2022), the public expects CEOs to take stances on social debates, independent of their business relat- edness, with 65% of consumers assuming that they want CEOs to speak on major social issues (Hou & Poliquin, 2023).

Original language	English
Title of host publication	The normative imperative
Subtitle of host publication	sociopolitical challenges of strategic and organizational communication. Proceedings of the ECREA Organisational and Strategic Communication Section Conference held at the Autonomous University of Lisbon, 5-8 July 2023
Editors	Evandro Oliveira, Gisela Gonçalves
Place of Publication	Covilhã
Publisher	LabCom Books
Pages	161-168
Number of pages	7
ISBN (Electronic)	978-989-654-941-1, 978-989-654-940-4
ISBN (Print)	978-989-654-939-8
Publication status	Published - 2023
Event	ECREA Organisational and Strategic Communication Section Conference - Lisboa, Portugal Duration: 5 Jul 2023 → 8 Jul 2023

Publication series

Name	Livros de Comunicação

Conference

Conference	ECREA Organisational and Strategic Communication Section Conference
Country/Territory	Portugal
City	Lisboa
Period	5/07/23 → 8/07/23

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https://labcomca.ubi.pt/the-normative-imperative-sociopolitical-challenges-of-strategic-and-organizationalcommunication/Licence: CC BY-NC-ND

Cite this

Duarte, A. (2023). The impact of CEO activism in brand reputation: the PROZIS case. In E. Oliveira, & G. Gonçalves (Eds.), The normative imperative: sociopolitical challenges of strategic and organizational communication. Proceedings of the ECREA Organisational and Strategic Communication Section Conference held at the Autonomous University of Lisbon, 5-8 July 2023 (pp. 161-168). (Livros de Comunicação). LabCom Books. https://labcomca.ubi.pt/the-normative-imperative-sociopolitical-challenges-of-strategic-and-organizationalcommunication/

Duarte, Alexandre . / The impact of CEO activism in brand reputation : the PROZIS case. The normative imperative: sociopolitical challenges of strategic and organizational communication. Proceedings of the ECREA Organisational and Strategic Communication Section Conference held at the Autonomous University of Lisbon, 5-8 July 2023. editor / Evandro Oliveira ; Gisela Gonçalves. Covilhã : LabCom Books, 2023. pp. 161-168 (Livros de Comunicação).

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abstract = "With marketing changing from a logic of purpose to a logic of action, and with consumers becoming more belief driven and increasingly assum- ing their social positions, organizations have been also asked to position themselves and choose a side on controversial, often divisive, sociopoliti- cal issues. According to Rumstadt and Kanbach (2022), the public expects CEOs to take stances on social debates, independent of their business relat- edness, with 65% of consumers assuming that they want CEOs to speak on major social issues (Hou & Poliquin, 2023).",

author = "Alexandre Duarte",

note = "info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F05021%2F2020/PT# info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDP%2F05021%2F2020/PT# UIDB/05021/2020 UIDP/05021/2020 ; ECREA Organisational and Strategic Communication Section Conference ; Conference date: 05-07-2023 Through 08-07-2023",

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Duarte, A 2023, The impact of CEO activism in brand reputation: the PROZIS case. in E Oliveira & G Gonçalves (eds), The normative imperative: sociopolitical challenges of strategic and organizational communication. Proceedings of the ECREA Organisational and Strategic Communication Section Conference held at the Autonomous University of Lisbon, 5-8 July 2023. Livros de Comunicação, LabCom Books, Covilhã, pp. 161-168, ECREA Organisational and Strategic Communication Section Conference, Lisboa, Portugal, 5/07/23. <https://labcomca.ubi.pt/the-normative-imperative-sociopolitical-challenges-of-strategic-and-organizationalcommunication/>

The impact of CEO activism in brand reputation: the PROZIS case. / Duarte, Alexandre .
The normative imperative: sociopolitical challenges of strategic and organizational communication. Proceedings of the ECREA Organisational and Strategic Communication Section Conference held at the Autonomous University of Lisbon, 5-8 July 2023. ed. / Evandro Oliveira; Gisela Gonçalves. Covilhã: LabCom Books, 2023. p. 161-168 (Livros de Comunicação).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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PY - 2023

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N2 - With marketing changing from a logic of purpose to a logic of action, and with consumers becoming more belief driven and increasingly assum- ing their social positions, organizations have been also asked to position themselves and choose a side on controversial, often divisive, sociopoliti- cal issues. According to Rumstadt and Kanbach (2022), the public expects CEOs to take stances on social debates, independent of their business relat- edness, with 65% of consumers assuming that they want CEOs to speak on major social issues (Hou & Poliquin, 2023).

AB - With marketing changing from a logic of purpose to a logic of action, and with consumers becoming more belief driven and increasingly assum- ing their social positions, organizations have been also asked to position themselves and choose a side on controversial, often divisive, sociopoliti- cal issues. According to Rumstadt and Kanbach (2022), the public expects CEOs to take stances on social debates, independent of their business relat- edness, with 65% of consumers assuming that they want CEOs to speak on major social issues (Hou & Poliquin, 2023).

M3 - Conference contribution

SN - 978-989-654-939-8

T3 - Livros de Comunicação

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Duarte A. The impact of CEO activism in brand reputation: the PROZIS case. In Oliveira E, Gonçalves G, editors, The normative imperative: sociopolitical challenges of strategic and organizational communication. Proceedings of the ECREA Organisational and Strategic Communication Section Conference held at the Autonomous University of Lisbon, 5-8 July 2023. Covilhã: LabCom Books. 2023. p. 161-168. (Livros de Comunicação).

The impact of CEO activism in brand reputation: the PROZIS case

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