Marketing with meaning: strategic responsibility and value alignment in the age of sociopolitical branding
OA Version
Citation
Abstract
Firms today market both tangible and intangible products for profit, yet they also play a broader societal role by aligning their brands with social values. To reinforce this alignment, they increasingly engage with sociopolitical issues such as social welfare, civic responsibility, and environmental sustainability. This dissertation examines the strategic implications of such engagements through two empirical studies, highlighting both the risks and opportunities associated with value-based marketing.The first dissertation project investigates how firms can mitigate the negative consequences of sociopolitical firm risk events through strategic responses. Using data from 221 events across 141 firms and applying natural language processing and event study methods, I find that high-effort responses significantly reduce social media attention and negative sentiment, particularly for firms with strong brand equity and ESG performance. However, these strategies may backfire when the implicated party has only a loose connection to the firm, highlighting the importance of tailoring responses based on brand strength, ESG engagement, and transgressor proximity.
The second project examines consumer reactions to firms’ Diversity, Equity, and Inclusion (DEI) promotions on social media. Analyzing millions of tweets from 15 major U.S. firms across four industries over three years, I find that DEI promotions often amplify customer complaints, even when firms maintain responsive customer service. However, DEI promotions that resonate with consumers’ identities reduce complaints within those demographics, whereas misaligned messages provoke negative responses.
Together, this dissertation provides empirical insights into how firms navigate the complexities of the sociopolitical landscape. It underscores the strategic trade-offs involved in value-based engagement and offers managerial implications for balancing corporate responsibility with diverse stakeholder expectations in an increasingly value-driven marketplace.
Description
2025
License
Attribution-NonCommercial 4.0 International