Abstract and Keywords
Brands play important roles as targets and arenas for political consumerism. Much of political consumerist action navigates towards large and highly visible brands, which political consumers reject or embrace. This chapter views a brand—the name and logo of an actor/object and their associated/recognized meanings—as a core symbolic asset of an organization. The chapter argues that such a symbolic resource brings both opportunities and risks. A brand increases its power if it is entwined in institutions, identities, everyday practices, discourses, values, and norms. Successful eco- or ethical branding can bring profits, legitimacy, and power to companies. At the same time highly visible brands are targets of negative media reporting and movement attacks, and thus they are vulnerable to reputation risks. Through a literature review, the chapter demonstrates how brands relate to boycott/brand rejection, buycott, discursive, and lifestyle political consumerism. The concluding discussion suggests topics for future research.
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