Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
95FC
Ba
Brand Activism
Family
12. Brand and Market-Based Assets (IV · Customer and Brand Assets)
Era
Period 7: Frontier, 2020s
Block
FC · Formulation, content
Tier
Major
Cell card
Description
Vredenburg et al. defined brand activism as a brand taking a public stand on a contested sociopolitical issue and distinguished authentic activism from woke washing, and Moorman examined the choices brands face in a political world.
Managerial Implications
Taking public stands on social and political issues can strengthen a brand when the stand is authentic, consistent with the brand's purpose and practices, and matters to its customers; it backfires when it is inauthentic or opportunistic. Decide in advance which issues connect to the brand's values and which do not, act before speaking, and accept that activism will alienate some customers while deepening loyalty among others.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
