... and consumer experiments in various countries, to provide insights as to why brands are taking sociopolitical stances. Findings Consumers expect brands to take a stance on sociopolitical issues. However, to be credible, a stance needs to be rooted in a long-term commitment that aligns with the brand’s...

... on their lecturer or feel to be forced to participate and, thus, respond differently compared to an independent group. The participants were randomly assigned to one of two experimental groups. They were given a link to an online version of the experiment. In total, 136 respondents delivered complete questionnaires...