...Rajnigandha Singh; Aditya Shankar Mishra Purpose This study aims to examine how banks’ brand activism strategies, reactive versus proactive, influence consumers’ attribution of the underlying antecedents behind such activism, and, in turn, affect consumer–brand relationships. Design/methodology...

... ambassador. Boycott Buycott Grabyourwallet Politically motivated consumer boycott Political consumerism Consumer activism Brand activism The relationship between consumers and brands has traditionally been imbalanced in capitalist societies. However, under the umbrella of political...