Lonely Rebel Or Pioneer of the Future? Towards an Understanding of Moral Stakeholder Framing of Activist Brands

Verena E. Stoeckl, University of Innsbruck, Austria
This study investigates the link between brand-induced activism, stakeholder framing and legitimation processes evolving around the emerging market practice of crowd-funding. The discursive inquiry into online discussions on an activist brand reveals the moral positioning and rhetoric tactics of three discursive coalitions: of moral architects, moral archeologists, and moral disenchanters.
[ to cite ]:
Verena E. Stoeckl (2014) ,"Lonely Rebel Or Pioneer of the Future? Towards an Understanding of Moral Stakeholder Framing of Activist Brands", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 371-376.