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Keywords: Reactive activism
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (5): 782–801.
Published: 20 April 2026
... and social currency as antecedents of reactive activism, which increased brand hate and reduced brand evangelism. In contrast, proactive activism was linked to conscientiousness and brand bravery, mitigating brand hate but showing no significant effect on evangelism. Originality/value To the best...
