Brand Activism: Does Courting Controversy Help or Hurt a Brand?

Sourjo Mukherjee, Niek Althuizen

DOI: 10.1016/j.ijresmar.2020.02.008
Published: 2020-12
Container: International Journal of Research in Marketing
Publisher: Not recorded
Open access: yes

Credibility signals

limited evidence Score 45/100 under policy 1.0.0. This is a metadata assessment, not a judgment of the paper's conclusions.

Show all credibility signals

cautionDOI registered: No matching Crossref record was present in this response. Source: Crossref; license: CC0 metadata
cautionDOI resolves: No matching Crossref record was present in this response. Source: Crossref; license: CC0 metadata
not scoredDirectory of Open Access Journals: No matching DOAJ record was present in this response. No allow-list match; this is not evidence of low credibility. Source: DOAJ; license: CC0
not scoredMEDLINE indexed: Not checked or no result supplied; no credibility inference made. Source: No authority result supplied; license: Unknown
not scoredOpenAlex core source: Not checked or no result supplied; no credibility inference made. Source: No authority result supplied; license: Unknown
not scoredKnown publisher allow-list: Not checked or no result supplied; no credibility inference made. Source: No authority result supplied; license: Unknown
not scoredROR affiliation: Not checked or no result supplied; no credibility inference made. Source: No authority result supplied; license: Unknown
not scoredRetraction Watch retraction: No retraction notice matched this DOI in the deployed snapshot. No matching event found; coverage may be incomplete. Source: Retraction Watch; license: CC BY 4.0
not scoredRetraction Watch expression of concern: No expression of concern notice matched this DOI in the deployed snapshot. No matching event found; coverage may be incomplete. Source: Retraction Watch; license: CC BY 4.0
not scoredRetraction Watch correction: No correction notice matched this DOI in the deployed snapshot. No matching event found; coverage may be incomplete. Source: Retraction Watch; license: CC BY 4.0
not scoredRetraction Watch reinstatement: No reinstatement notice matched this DOI in the deployed snapshot. No matching event found; coverage may be incomplete. Source: Retraction Watch; license: CC BY 4.0
supportingOpen access status: Normalized open-access status: open. Source: Normalized work metadata; license: Caller-provided; provenance license not supplied to scorer
not scoredPublication license: Not checked or no result supplied; no credibility inference made. Source: No authority result supplied; license: Unknown
not scoredPublication version: A publication version was supplied but is not scored. Source: Normalized work metadata; license: Caller-provided; provenance license not supplied to scorer
cautionMetadata completeness: 5 of 6 scored descriptive metadata groups are present; missing fields increase uncertainty. Source: Normalized work metadata; license: Caller-provided; provenance license not supplied to scorer

Cite this work

BibTeX

@article{allodium:10.1016/j.ijresmar.2020.02.008,
  title = {Brand Activism: Does Courting Controversy Help or Hurt a Brand?},
  author = {Sourjo Mukherjee and Niek Althuizen},
  year = {2020},
  journal = {International Journal of Research in Marketing},
  doi = {10.1016/j.ijresmar.2020.02.008},
  url = {https://doi.org/10.1016/j.ijresmar.2020.02.008}
}

RIS

TY  - JOUR
TI  - Brand Activism: Does Courting Controversy Help or Hurt a Brand?
AU  - Sourjo Mukherjee
AU  - Niek Althuizen
PY  - 2020
JO  - International Journal of Research in Marketing
DO  - 10.1016/j.ijresmar.2020.02.008
UR  - https://doi.org/10.1016/j.ijresmar.2020.02.008
ER  -

APA

Mukherjee, S., & Althuizen, N. (2020). Brand Activism: Does Courting Controversy Help or Hurt a Brand?. International Journal of Research in Marketing. https://doi.org/10.1016/j.ijresmar.2020.02.008

Source records

hal · retrieved 2026-09-25T23:03:59.408Z