How the Timing of LGBT+ Brand Activism Affects Consumer Responses: Better Early Than Late?

Gerrath, M.H.E.E. orcid.org/0000-0001-7422-2181, Bhoumik, K., Biraglia, A. et al. (2 more authors) (2025) How the Timing of LGBT+ Brand Activism Affects Consumer Responses: Better Early Than Late? Journal of Advertising Research. ISSN 0021-8499

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Item Type: Article
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© 2025 The Author(s). This is an open access article under the terms of the Creative Commons Attribution License (CC-BY-NC-ND 4.0).

Keywords: Brand activism; allyship; pioneering advantage; financial resources; brand effort; LGBT+
Dates:
  • Accepted: 18 March 2025
  • Published (online): 20 May 2025
Institution: The University of Leeds
Academic Units: The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS)
Depositing User: Symplectic Publications
Date Deposited: 26 Mar 2025 11:50
Last Modified: 12 Jun 2025 13:59
Status: Published online
Publisher: The Advertising Research Foundation
Identification Number: 10.1080/00218499.2025.2485414
Sustainable Development Goals:
  • Sustainable Development Goals: Goal 3: Good Health and Well-Being
  • Sustainable Development Goals: Goal 5: Gender Equality
  • Sustainable Development Goals: Goal 10: Reduced Inequalities
  • Sustainable Development Goals: Goal 12: Responsible Consumption and Production
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