Activism Across Borders: Strategic Brand Approaches for Multinational Enterprises in Europe
DOI:
https://doi.org/10.7433/s127.2025.06Keywords:
International brand activism; multinational enterprises; adaptation; standardization; brand communication; semiotic analysis; topic modeling.Abstract
Frame of the research. As multinational enterprises (MNEs) increasingly engage in roles beyond conventional business activities, their involvement in brand activism has become a focal point of interest. This development underlines the urgency for MNEs to address global challenges, positioning them as pivotal actors in the evolving corporate social responsibility and global activism narrative. In particular, the heterogeneous socio-political context of Europe, featuring varied levels of press freedom, regulatory frameworks, and cultural norms, presents a compelling case to explore the tension between local adaptation and global standardization in activist communications.
Purpose of the paper. This research explores the unexplored realm of brand activism from an international perspective, focusing on how MNEs either standardize or customize their activist communications to align with the diverse contexts within specific European markets. The primary purpose is to analyze MNEs’ strategies to ensure that their activism effectively resonates across various European landscapes while assessing the balance between regional consistency and local relevance in their messaging. Furthermore, we examine how different degrees of press freedom can either amplify activist messaging or expose brands to heightened scrutiny. Additionally, the study considers the role of press freedom in shaping activist communications within these contexts.
Methodology. To address this purpose, the research is divided into two studies employing a mixed-method approach to achieve this goal. Study 1 conducts a content analysis of social media communication from an activist brand across several European countries. Study 2 performs a semiotic analysis to understand whether the communication is adapted or standardized to different local contexts. Considering the study’s purpose, an activist brand in multiple countries was selected for the analysis as the research setting.
Results. This multicounty case study reveals how an MNE conducts brand activism across various European countries, adapting its communication by showing significant variation in activist commitment levels across these markets. The analysis highlights the MNE’s strategic adjustments to resonate with diverse regional audiences, indicating a tailored approach to brand activism within the European context. Furthermore, the study examines how press freedom influences these variations in commitment and communication.
Research limitations. The research offers valuable insights but is limited by focusing on a single MNE and using only Instagram for data analysis, concentrating solely on communication rather than exploring the MNE’s practical actions. To enhance understanding, future studies could broaden their scope by incorporating a wider range of MNEs operating within different European countries, examining brand activism across diverse digital platforms, and delving into the tangible actions that accompany such activism. Moreover, investigating how evolving technologies like AI-driven sentiment analysis could shape or refine international activism strategies will provide a more nuanced outlook on global brand activism. Additionally, future studies should examine brand activism from a global perspective, not limited to Europe, by including countries with more challenging levels of democracy.
Managerial implications. This study offers relevant insights for MNEs who navigate the realm of brand activism within European markets. It underscores the critical need for thoughtful decision-making when choosing between standardizing or adapting activist communications. In particular, adopting universal environmental campaigns may safeguard global coherence, but addressing sensitive socio-political issues (e.g., LGBTQIA+ rights, migration) often demands local tailoring to respect cultural and moral norms. These strategic considerations are vital not only for effectively engaging with diverse regional audiences but also for overcoming geographical and cultural barriers and enhancing legitimacy within their operational environments, particularly considering varying levels of press freedom across countries.
Originality of the paper. Although brand activism has attracted increasing scholarly and managerial attention, his research seems to be the first to explore brand activism within the European context by analysing how MNEs communicate their activism across diverse European countries. By linking the brand activism literature with international business frameworks and the concept of press freedom, this sets the stage for future research to delve deeper into how such activism is conceptualized and executed across different countries, considering varying levels of press freedom.
References
ABOELENIEN A., NGUYEN C. M. (2023), “From Dr. Seuss to Barbie’s cancellation: brand’s institutional work in response to changed market logics”, Journal of Brand Management, pp. 1-18.
AHMAD F., GUZMÁN F., AL-EMRAN M. (2024), “Brand activism and the consequence of woke washing”, Journal of Business Research, vol. 170.
ANDERSEN S.E., JOHANSEN T.S. (2024), “The activist brand and the transformational power of resistance: toward a narrative conceptual framework”, Journal of Brand Management, pp. 1-13.
BACKHAUS K., VAN DOORN, J. (2007), “Consumer Perceptions of Advertising Standardization: A Cross-Country Study of Different Advertising Categories”, International Management Review, vol. 3, n., pp. 37-49.
BALDRY A.P., THIBAULT, P.J. (2006), Multimodal transcription and text analysis: A multimedia toolkit and coursebook (Vol. 1, pp. 1-288). Equinox, London, New York.
BARNARD C., DE VRIES S. (2019), “The ‘social market economy’ in a (Heterogeneous) social Europe: does it make a difference?”, Utrecht Law Review, pp. 1-15.
BHAGWAT Y., WARREN N.L., BECK J.T., WATSON IV G.F. (2020), “Corporate sociopolitical activism and firm value”, Journal of Marketing, vol. 84, n. 5, pp. 1-21.
BUCKLEY P.J., TIAN X. (2017), “Internalization theory and the performance of emerging-market multinational enterprises”, International Business Review, vol. 26, n. 5, pp. 976-990.
BULMER S., BUCHANAN‐OLIVER M. (2006), “Visual rhetoric and global advertising imagery”, Journal of Marketing Communications, vol., 12, n. 1, pp. 49-61.
BULMER S., PALAKSHAPPA N., DODDS S., HARPER S. (2024), “Sustainability, brand authenticity and Instagram messaging”, Journal of Business Research, vol. 175.
CAMMAROTA, A., AVALLONE, F., MARINO, V., & RESCINITI, R. (2024). Can authenticity be built? Looking for factors that influence authentic brand activism. SINERGIE, 42(1), 21-42.
CAMMAROTA A., D’ARCO M., MARINO V., RESCINITI R. (2023), “Brand activism: A literature review and future research agenda”, International Journal of Consumer Studies, vol. 47, n. 5, pp. 1669-1691.
CAVDAR AKSOY N., YAZICI N., DUZENCI A. (2023), “Employees’ online brand advocacy behaviors as a response to justice and emotion”, Journal of Product & Brand Management, vol. 32, n. 6, pp. 878-891
CHU S. C., KIM H., KIM Y. (2023), “When brands get real: the role of authenticity and electronic word-of-mouth in shaping consumer response to brands taking a stand”, International Journal of Advertising, vol. 42, n. 6, pp. 1037-1064.
D’ARCO M., MARINO V., RESCINITI R. (2023), “Stop business with Russia! Exploring the representation and perceived authenticity of corporate activism in response to Russia-Ukraine war”, Italian Journal of Marketing, pp.1-22.
DEN HOND F., DE BAKKER F.G.A. (2007), “Ideologically motivated activism: How activist groups influence corporate social change activities”, Academy of Management Review, vol. 32, n. 3, pp. 901–924.
DORFMAN P., JAVIDAN M., HANGES P., DASTMALCHIAN A., HOUSE R. (2012), “GLOBE: A twenty-year journey into the intriguing world of culture and leadership”, Journal of World Business, vol. 47, n. 4, pp. 504-518.
EILERT M., NAPPIER CHERUP A. (2020), “The activist company: Examining a company’s pursuit of societal change through corporate activism using an institutional theoretical lens”, Journal of Public Policy & Marketing, vol. 39, n. 4, pp. 461-476.
FEYISSA I F., ZHANG N. (2023, August), “When Unstructured Big Text Corpus Meets Text Network Analysis: Social Reality Conceptualization and Visualization Graph of Big Interview Data of Heavy Drug Addicts of Skid Row”, in Healthcare, Vol. 11, n. 17, p. 2439. MDPI.
GHAURI P., STRANGE R., COOKE F.L. (2021), “Research on international business: The new realities”, International Business Review, vol. 30, n. 2, pp. 101794.
GLINIECKA M. (2022), “Visual References in the Description of Print Advertisements. A Four-Country Cross-Cultural Analysis”, Journal of International Consumer Marketing, vol. 34, n. 2, pp. 201-213.
GRETZEL U., COLLIER DE MENDONÇA M. (2019), “Smart destination brands: semiotic analysis of visual and verbal signs”, International Journal of Tourism Cities, pp. 560-580.
GUHA M., KORSCHUN D. (2024), “Peer effects on brand activism: evidence from brand and user chatter on Twitter”, Journal of Brand Management, pp. 1-15.
HALPERIN S. (2018), In the mirror of the Third World: capitalist development in modern Europe, Cornell University Press.
HARRIS G., ATTOUR S. (2003), “The international advertising practices of multinational companies: a content analysis study”, European Journal of Marketing, vol. 37, n. 1/2, pp. 154-168.
HOOPER M.J. (2016), The global business handbook: The eight dimensions of international management, CRC Press.
HÖPNER M., SCHÄFER A. (2014), “Integration among unequals: How the heterogeneity of European varieties of capitalism shapes the social and democratic potential of the EU”, Routledge Handbook of European Politics, pp. 725-745.
HORAN D. (2019), “A new approach to partnerships for SDG transformations”, Sustainability, vol.11, n. 18, p. 4947.
HYDOCK C., PAHARIA N., BLAIR S. (2020), “Should your brand pick a side? How market share determines the impact of corporate political advocacy”, Journal of Marketing Research, vol. 57, n. 6, pp. 1135-1151.
JUNG J., MITTAL V. (2020), “Political identity and the consumer journey: A research review”, Journal of Retailing, vol. 96, n. 1, pp. 55-73.
KAWAI N., STRANGE R., ZUCCHELLA A. (2018), “Stakeholder pressures, EMS implementation, and green innovation in MNC overseas subsidiaries”, International Business Review, vol. 27, n. 5, pp. 933-946.
KAPITAN S., KEMPER J.A., VREDENBURG J., SPRY A. (2022), “Strategic B2B brand activism: Building conscientious purpose for social impact”, Industrial Marketing Management, vol. 107, pp. 14-28.
KATSIKEAS C., LEONIDOU L., ZERITI A. (2020), “Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions”, International Marketing Review, vol. 37, n. 3, pp. 405-424.
KENNY P. D. (2020), “The enemy of the people: Populists and press freedom”, Political Research Quarterly, pp. 261-275.
KEENEY R.L., VON WINTERFELDT D. (1986), “Improving risk communication”, Risk analysis, vol.6, n. 4, pp. 417-424.
KEY, T. M., KEEL, A. L., CZAPLEWSKI, A. J., & OLSON, E. M. (2023). Brand activism change agents: Strategic storytelling for impact and authenticity. Journal of strategic marketing, 31(7), 1339-1355.
KORSCHUN D. (2021), “Brand activism is here to stay: Here’s why”, NIM Marketing Intelligence Review, vol. 13, n. 2, pp. 11–17.
KORSCHUN D., MARTIN K.D., VADAKKEPATT G. (2020), “Marketing’s role in understanding political activity”, Journal of Public Policy & Marketing, vol. 39, n. 4, pp. 378-387.
KRAUS S., AMBOS T.C., EGGERS F., CESINGER B. (2015), “Distance and perceptions of risk in internationalization decisions”, Journal of Business Research, vol. 68, n. 7, pp. 1501-1505.
KRESS G. (2010), Multimodality: A social semiotic approach to contemporary communication. Routledge, United Kingdom.
KUCUK S. U. (2015), “A semiotic analysis of consumer-generated antibranding”, Marketing Theory, pp. 243-264.
LEE Z., SPRY A., EKINCI Y., VREDENBURG J. (2023), “From warmth to warrior: Impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity”, Journal of Brand Management, pp. 1-19.
LI D., KREUZBAUER R., CHIU C.Y., KEH H.T. (2020), “Culturally polite communication: enhancing the effectiveness of the localization strategy”, Journal of Cross-Cultural Psychology, vol. 51, n. 1, pp. 49-69.
LIMA V., BAIOCCHI ANTUNES CORRÊA A., ZANINI M. T., GRUBITS DE PAULA PESSÔA L. A., REIS IRIGARAY H. A. (2019), “Branding Rio de Janeiro: a semiotic analysis”, Marketing Intelligence & Planning, pp. 645-659.
LIVAS, C., THEOFANIDIS, F., & KARALI, N. (2023). Consumer sentiment toward international activist advertising. Innovative Marketing, vol. 19 n.2, pp 250-260.
LUO Z., LI M. (2024), “Participatory censorship: How online fandom community facilitates authoritarian rule”, New Media & Society, pp. 4236-4254.
MARINO V., RESCINITI R., D’ARCO M. (2020), “It’s all about marketing! Exploring the social perception in the Italian context”, Italian Journal of Marketing, vol. 2020, n. 1, pp. 7-23
MEHMET I.M., CLARKE R.J. (2016), “B2B social media semantics: Analysing multimodal online meanings in marketing conversations”, Industrial Marketing Management, vol. 54, pp. 92-106.
MIREANU M. (2014), “The criminalisation of environmental activism in Europe”, Studia Universitatis Babes-Bolyai-Sociologia, pp. 87-103.
MOORMAN C. (2020), “Commentary: Brand activism in a political world”, Journal of Public Policy & Marketing, vol. 39, n. 4, pp. 388-392.
MORO G. (2011), Citizens in Europe: Civic activism and the community democratic experiment, Springer Science & Business Media.
MUKHERJEE S., ALTHUIZEN, N. (2020), “Brand activism: Does courting controversy help or hurt a brand?” International Journal of Research in Marketing, vol. 37, n. (4), pp. 772-788.
MURARO I.S., THORSON K., HUDDLESTON P.T. (2023), “Spurring and sustaining online consumer activism: the role of cause support and brand relationship in microlevel action frames”, Journal of Brand Management, pp. 1-17.
NAMBISAN S., LYYTINEN K., YOO Y. (2020), “Digital innovation: towards a transdisciplinary perspective”, In Handbook of digital innovation (pp. 2-12). Edward Elgar Publishing.
NINCI J., NEELY L.C., BURKE M.D., RISPOLI M., VANNEST K.J., WILLSON V., ULLOA P. (2020), “A meta-analysis of single-case research on embedding interests of individuals with autism spectrum disorder”, Remedial and Special Education, vol. 41, n. 5, pp. 296-308.
NÖTH W. (2006), “Marketing: semiotics”, in Brown, K. (Ed.), Encyclopedia of Language and Linguistics, Elsevier, Oxford, pp. 504-507.
OCELÍK V., KOLK A., CIULLI F. (2023). Multinational enterprises, Industry 4.0 and sustainability: A multidisciplinary review and research agenda. Journal of Cleaner Production, 137434.
OSWALD L. R. (2012), Marketing Semiotics, New York: Oxford University Press.
PARANYUSHKIN D. (2019, May). InfraNodus: Generating insight using text network analysis. In The world wide web conference (pp. 3584-3589).
PASIRAYI S., FENNELL P.B., FOLLMER K.B. (2023), “#Activism: Investor reactions to corporate sociopolitical activism”, Business & Society, vol. 62, n. 4, pp. 704-744.
PEATTIE K., SAMUEL A. (2018), “Fairtrade towns as unconventional networks of ethical activism”, Journal of Business Ethics, vol. 153, n. 1, pp. 265-282.
PIMENTEL P.C., BASSI-SUTER M., DIDONET S.R. (2024), “Brand activism as a marketing strategy: an integrative framework and research agenda”, Journal of Brand Management, pp. 1-23.
PODNAR, K., GOLOB, U. (2024), “Brands and activism: ecosystem and paradoxes”, Journal of Brand Management, pp. 1-13.
POGUNTKE T., HOFMEISTER W. (2024), Political parties and the crisis of democracy: organization, resilience, and reform, [publisher not provided].
PÖYRY E., LAAKSONEN S.M. (2022), “Opposing brand activism: triggers and strategies of consumers’ antibrand actions”, European Journal of Marketing, vol. 56, n. 13, pp. 261-284.
RADANIELINA HITA, M. L., GRÉGOIRE, Y. (2023), “Marketing to prevent radicalization: A first attempt at delimiting the field”, Journal of Public Policy & Marketing, vol. 42, n. 1, pp. 1–10.
RASHKOVA Y., MOI L., MARKU E., CABIDDU F. (2023), “Online integrated marketing communication strategies of international brands: standardization vs. adaptation approaches”, Journal of Marketing Communications, pp. 1-24.
REPORTERS WITHOUT BORDERS (RSF) (2024), Retrieved from: https://rsf.org/en/ranking/2017.
RESCINITI R., MATARAZZO, M. (2012). I nuovi mercati e le strategie di entrata delle medie imprese: evidenze e miti (New markets and entry strategies of medium-sized companies: evidence and myths). Sinergie Italian Journal of Management, 30(Sep-Dec), 209-230.
RESCINITI R., FORTUNA D. (2011), “Le strategie internazionali delle medie imprese tra standardizzazione e adattamento dell’offerta”, Sinergie, 85, 119-139.
ROHMANUE A., JACOBI E.S. (2024), “The influence of marketing communications agencies on activist brands’ moral competency development and ability to engage in authentic brand activism: Wieden+ Kennedy ‘Just Does It’”, Journal of Brand Management, pp.1-14.
SARACEVIC S., SCHLEGELMILCH B. B. (2024), “Activist brand perception: Conceptualization, scale development and validation”, Journal of Business Research, pp. 1-18.
SCHMIDT H.J., IND N., GUZMAN F., KENNEDY E. (2022), “Sociopolitical activist brands”, Journal of Product & Brand Management, vol. 31, n. 1, pp. 40–55.
SIBAI O., MIMOUN L., BOUKIS A. (2021), “Authenticating brand activism: Negotiating the boundaries of free speech to make a change”, Psychology & Marketing, vol. 38, n. 10, pp. 1651-1669.
SIGGELKOW N. (2007), “Persuasion with case studies”, Academy of Management Journal, vol. 50, n. 1, pp. 20-24.fr
SIIM B., SAARINEN A., KRASTEVA A. (2019), “Citizens’ activism and solidarity movements in contemporary Europe: Contending with populism”, Citizens' Activism and Solidarity Movements: Contending with Populism, pp. 1-24.
SKAGGS S. (2017), Fire Signs: A Semiotic Theory for Graphic Design, MIT Press, Cambridge, MA.
SOLIK M. (2014), “Semiotic approach to analysis of advertising”, European Journal of Science and Theology, vol. 10, n. 1, pp. 207-217.
STETKA V. (2012), “From multinationals to business tycoons: Media ownership and journalistic autonomy in Central and Eastern Europe”, The International Journal of Press/Politics, pp. 433-456.
VAN BELLE D. A. (2000), Press freedom and global politics, Bloomsbury Publishing USA.
VAN ZANTEN J.A., VAN TULDER R. (2018), “Multinational enterprises and the Sustainable Development Goals: An institutional approach to corporate engagement”, Journal of International Business Policy, vol. 1, n. 3, pp. 208-233.
VARADARAJAN P.R., MENON A. (1988), “Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy”, Journal of Marketing, vol. 52, n. 3, pp. 58–74.
VERLEGH P.W. (2023), “Perspectives: a research-based guide for brand activism”, International Journal of Advertising, pp. 1-15.
VREDENBURG J., KAPITAN S., SPRY A., KEMPER J.A. (2020), “Brands taking a stand: Authentic brand activism or woke washing?”, Journal of Public Policy & Marketing, vol. 39, n. 4, pp. 444-460.
WEBER T.J., JOIREMAN J., SPROTT D.E., HYDOCK C. (2023), “Differential response to corporate political advocacy and corporate social responsibility: implications for political polarization and radicalization” Journal of Public Policy & Marketing, vol. 42, n. 1, pp. 74-93.
YIN R.K. (2000), “Case study evaluations: A decade of progress?”, in Evaluation models: Viewpoints on educational and human services evaluation (pp., 185-193). Dordrecht: Springer Netherlands.
YIN R.K. (2017), Case Study Research: Design and Methods, (5th Ed.), Sage, Thousand Oaks (CA).
ZARESTKY J. (2023), “Navigating multiple approaches to qualitative research in HRD”, Human Resource Development Review, vol. 22, n. 1, pp. 126-138.
ZHAO S., GOODERHAM P., HARZING A.W., APANASTASSIOU M. (2021), “Do multinational enterprises contribute to, or reduce global inequality?”, Critical Perspectives on International Business, vol. 17, n. 1, pp. 2-8. https://doi.org/10.1108/cpoib-03-2021-
ZUCCHELLA A., SANGUINETI F., CONTINO F. (2023), “Collaborations between MNEs and entrepreneurial ventures. A study on Open Innovability in the energy sector”, International Business Review, 102228.
