@inbook{5ca2ac201a1f4081a0117f87428e32b9,
title = "Queer Citizenship Branding: Brand Opportunities and Risks of Social Movements (An Extended Abstract)",
abstract = "In the last decade, the marketplace has become increasingly crowded escalating the competition between brands, and the pressure on brands to adhere to and exceed consumers{\textquoteright} expectations has never been higher. As some consumers actively use consumption strategies to further particular social issues or political causes, brands have become pressured to engage in brand citizenship—the notion that brands should and must act responsible citizens in society in all social, cultural, political, economic, and environmental regards (Willmott 2003). This research looks at the case of the queer social movement and, specifically, the queer consumer to explore how brands can play an active part in social movements. Initial findings point to valuable opportunities for brands that arise from increases in loyalty and also the potential consequences if brands fail to recognize and incorporate prevalent social issues.",
keywords = "Brand Action, Brand Relationship, Customer Relationship Management, Marketing Action, Social Movement",
author = "Holm, {Signe Elisabeth} and Kirk Plangger",
note = "Publisher Copyright: {\textcopyright} 2017, Academy of Marketing Science.",
year = "2017",
doi = "10.1007/978-3-319-47331-4_30",
language = "English",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "175--180",
booktitle = "Developments in Marketing Science",
address = "United States",
}