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Research and Insights: Corporate Vanguards: The Contemporary Role of Organization Altruism

It is critical for a company to be recognized by their brand as well as to be known for supporting positive corporate responsibility through community initiatives. But will attaching themselves to one side of the debate on a controversial issue impact that brand image?

Corporations have become more active on a politically charged and divisive stage leading University of Florida College of Journalism and Communications Public Relations Assistant Professor Myiah Hutchens and doctoral students Lincoln Lu and Kalyca Becktel to wonder whether doing so impacts overall brand adoption and currently held corporate perception. Meaning, if a company publicly takes a stand one way or another on a political topic, will consumers view the company differently?

Full story: https://www.jou.ufl.edu/insights/corporate-vanguards-the-contemporary-role-of-organization-altruism/

Posted: December 3, 2019
Category: Digest Only