Ideologies Mediating Brands Taking a Political Stance: A Socio-cultural Perspective on How Consumers Draw from Different Ideologies in their Meaning-making of Brands that Take a Political Stance
We aim to enhance the understanding of how consumers draw from different ideologies in their meaning-making of brands taking a political stance. This research used a qualitative approach, more specifically, a case-based approach and netnography. The two cases chosen are campaigns by Nike and Gillette discussing issues concerning racial justice and gender equality. Initially, 613 comments were gath
