Principled but polarizing? a meta-analytic review of brand activism effects

Research output: Contribution to journal › Article › peer-review

Original language	English
Article number	116340
Journal	Journal of Business Research
Volume	215
DOIs	https://doi.org/10.1016/j.jbusres.2026.116340
State	Published - Oct 2026
Externally published	Yes

ASJC Scopus Subject Areas

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title = "Principled but polarizing? a meta-analytic review of brand activism effects",

author = "Freling, \{Ryan E.\} and Freling, \{Traci H.\} and Zhiyong Yang and Moulard, \{Julie Guidry\} and Koskie, \{Melanie Moore\}",

year = "2026",

month = oct,

doi = "10.1016/j.jbusres.2026.116340",

language = "English",

volume = "215",

journal = "Journal of Business Research",

issn = "0148-2963",

}

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T1 - Principled but polarizing? a meta-analytic review of brand activism effects

AU - Freling, Ryan E.

AU - Freling, Traci H.

AU - Yang, Zhiyong

AU - Moulard, Julie Guidry

AU - Koskie, Melanie Moore

PY - 2026/10

Y1 - 2026/10

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DO - 10.1016/j.jbusres.2026.116340

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VL - 215

JO - Journal of Business Research

JF - Journal of Business Research

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ER -