𝗔𝗿𝘁𝗶𝗰𝗹𝗲 𝗖𝗼𝗹𝗹𝗲𝗰𝘁𝗶𝗼𝗻: 𝗣𝘂𝗿𝗽𝗼𝘀𝗲-𝗗𝗿𝗶𝘃𝗲𝗻 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝗔𝗰𝗿𝗼𝘀𝘀 𝗖𝘂𝗹𝘁𝘂𝗿𝗲𝘀: 𝗕𝗮𝗹𝗮𝗻𝗰𝗶𝗻𝗴 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆, 𝗥𝗶𝘀𝗸, 𝗮𝗻𝗱 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗧𝗿𝘂𝘀𝘁

𝗖𝗮𝗹𝗹 𝗳𝗼𝗿 𝗣𝗮𝗽𝗲𝗿𝘀

𝗔𝗿𝘁𝗶𝗰𝗹𝗲 𝗖𝗼𝗹𝗹𝗲𝗰𝘁𝗶𝗼𝗻: 𝗣𝘂𝗿𝗽𝗼𝘀𝗲-𝗗𝗿𝗶𝘃𝗲𝗻 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝗔𝗰𝗿𝗼𝘀𝘀 𝗖𝘂𝗹𝘁𝘂𝗿𝗲𝘀: 𝗕𝗮𝗹𝗮𝗻𝗰𝗶𝗻𝗴 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆, 𝗥𝗶𝘀𝗸, 𝗮𝗻𝗱 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗧𝗿𝘂𝘀𝘁

𝗝𝗼𝘂𝗿𝗻𝗮𝗹:
Cogent Business & Management

𝗣𝘂𝗯𝗹𝗶𝘀𝗵𝗲𝗿:
Taylor & Francis Group

𝗠𝗮𝗻𝘂𝘀𝗰𝗿𝗶𝗽𝘁 𝗗𝗲𝗮𝗱𝗹𝗶𝗻𝗲:
21 July 2026

𝗢𝗽𝗲𝗻 𝗔𝗰𝗰𝗲𝘀𝘀:
This Article Collection will be published as an Open Access collection.

𝗔𝗯𝗼𝘂𝘁 𝘁𝗵𝗲 𝗔𝗿𝘁𝗶𝗰𝗹𝗲 𝗖𝗼𝗹𝗹𝗲𝗰𝘁𝗶𝗼𝗻

As brands increasingly operate in politically, socially, and culturally polarized environments, purpose-driven branding has emerged as a strategic approach to communicating social, environmental, and ethical values. However, taking a stand on issues such as climate change, racial equality, gender rights, and sustainability can simultaneously strengthen consumer loyalty and trigger skepticism, backlash, and reputational risks.

Cogent Business & Management invites submissions for its Open Access Article Collection, Purpose-Driven Branding Across Cultures: Balancing Authenticity, Risk, and Consumer Trust. The collection seeks to critically examine how organizations navigate authenticity, consumer trust, stakeholder expectations, and reputational risks while engaging in brand activism and purpose-led initiatives across diverse cultural contexts.

The collection particularly encourages research that offers cross-cultural perspectives, theoretical advancements, practical insights, and critical reflections on how brands can build meaningful, trustworthy, and socially responsible narratives in today's dynamic global environment.

𝗧𝗼𝗽𝗶𝗰𝘀 𝗼𝗳 𝗜𝗻𝘁𝗲𝗿𝗲𝘀𝘁

Submissions may address, but are not limited to:

• Cross-cultural perceptions of brand activism and purpose-driven branding
• The influence of cultural norms and historical contexts on consumer trust
• Media narratives and the role of traditional and digital media in shaping brand purpose discourse
• Consumer backlash and resistance to brand activism across markets
• Identity politics and the influence of race, gender, religion, and class on consumer responses
• Stakeholder trust and engagement, including employees, investors, and communities
• Social media, algorithms, influencers, and the amplification of cultural divides
• Ethical frameworks and governance mechanisms for managing reputational and political risks
• Financial, reputational, and relational impacts of purpose-led branding strategies
• Comparative international case studies of successful and unsuccessful brand activism initiatives

𝗪𝗵𝘆 𝗧𝗵𝗶𝘀 𝗔𝗿𝘁𝗶𝗰𝗹𝗲 𝗖𝗼𝗹𝗹𝗲𝗰𝘁𝗶𝗼𝗻 𝗠𝗮𝘁𝘁𝗲𝗿𝘀

Purpose-driven branding has evolved beyond traditional profit-oriented communication strategies. Modern consumers increasingly expect brands to engage with social and environmental issues and demonstrate authentic commitments to societal values. Yet, perceptions of opportunism, performative activism, or inauthenticity can undermine consumer trust and damage brand reputation.

This Article Collection aims to generate evidence-based insights into how organizations can balance authenticity, risk management, and stakeholder expectations while developing credible and meaningful purpose-led branding strategies across different cultural and institutional settings.

𝗦𝘂𝗯𝗺𝗶𝘀𝘀𝗶𝗼𝗻 𝗚𝘂𝗶𝗱𝗲𝗹𝗶𝗻𝗲𝘀

• The collection welcomes original research articles and review papers.
• Contributions employing qualitative, quantitative, mixed-method, conceptual, and comparative approaches are encouraged.
• All submissions will undergo rigorous peer review.
• Accepted articles will be published Open Access and benefit from global visibility, rapid online publication, and broad dissemination through Taylor & Francis.

For additional information regarding the Article Collection, authors may contact the Commissioning Editor, Dr. Molly Cole, at molly.cole@taylorandfrancis.com.

𝗔𝗿𝘁𝗶𝗰𝗹𝗲 𝗖𝗼𝗹𝗹𝗲𝗰𝘁𝗶𝗼𝗻 𝗚𝘂𝗲𝘀𝘁 𝗔𝗱𝘃𝗶𝘀𝗼𝗿𝘀

• Dr. Full Professor Maria Palazzo, Universitas Mercatorum, Rome, Italy
• Dr. Asad Abbas Jaffari, Birmingham City University, United Kingdom

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