Co-Brand Activism: Girls’ Empowerment in Sports

Şahver Omerakı Çekirdekci

Makale detayları

Co-Brand Activism: Girls’ Empowerment in Sports

Yazarlar:

Şahver Omerakı Çekirdekci

Yayıncı:

Ahmet Arif EREN

Ana Başlıklar:

Uluslararası Ticaret (Diğer)

Dergi:

Fiscaoeconomia Vol.9 Issue 2, pp.1039-1054

Belge Tipi:

Makale

Yayın Tarihi:

5/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001348878

pISSN:

2564-7504

Anahtar kelimeler:

Özet:

 Brands increasingly become advocates of sociopolitical issues by aligning brands purposes and values with prosocial practices, a strategy defined as brand activism. Recent research on the theoretical construct of brand activism calls for an investigation of the construct from the multiple stakeholders involved in the development and execution. Drawing from the premises of brand activism and femvertizing, the study explores how a co-brand activism campaign on girls empowerment in sports was developed and communicated through the collaboration of two activist brands, Dove, and Nike. Data was collected from the official websites and Instagram accounts of the activist brands, the internet website of the activist practice and the media news that resulted from this collaboration. Identified themes explain the process for the formulation and communication of the co-brand activist strategy  body confident sport program and KeepHerConfident respectively. Research findings contribute to brand activism, femvertising and co-branding literatures by providing evidence for the dynamic interactions that shape the development and execution of co-brand activist strategies and the multiple-fit drivers that make this possible in the intersection of multiple female identity categories.

 Brands increasingly become advocates of sociopolitical issues by aligning brands purposes and values with prosocial practices, a strategy defined as brand activism. Recent research on the theoretical construct of brand activism calls for an investigation of the construct from the multiple stakeholders involved in the development and execution. Drawing from the premises of brand activism and femvertizing, the study explores how a co-brand activism campaign on girls empowerment in sports was developed and communicated through the collaboration of two activist brands, Dove, and Nike. Data was collected from the official websites and Instagram accounts of the activist brands, the internet website of the activist practice and the media news that resulted from this collaboration. Identified themes explain the process for the formulation and communication of the co-brand activist strategy  body confident sport program and KeepHerConfident respectively. Research findings contribute to brand activism, femvertising and co-branding literatures by providing evidence for the dynamic interactions that shape the development and execution of co-brand activist strategies and the multiple-fit drivers that make this possible in the intersection of multiple female identity categories.

 Brands increasingly become advocates of sociopolitical issues by aligning brands purposes and values with prosocial practices, a strategy defined as brand activism. Recent research on the theoretical construct of brand activism calls for an investigation of the construct from the multiple stakeholders involved in the development and execution. Drawing from the premises of brand activism and femvertizing, the study explores how a co-brand activism campaign on girls empowerment in sports was developed and communicated through the collaboration of two activist brands, Dove, and Nike. Data was collected from the official websites and Instagram accounts of the activist brands, the internet website of the activist practice and the media news that resulted from this collaboration. Identified themes explain the process for the formulation and communication of the co-brand activist strategy  body confident sport program and KeepHerConfident respectively. Research findings contribute to brand activism, femvertising and co-branding literatures by providing evidence for the dynamic interactions that shape the development and execution of co-brand activist strategies and the multiple-fit drivers that make this possible in the intersection of multiple female identity categories.

 Markalar, marka aktivizmi olarak tanımlanan bir strateji ile amaçlarını ve değerlerini toplum yanlısı uygulamalarla uyumlu hale getirerek sosyopolitik konuların daha fazla savunucusu haline gelmektedirler. Marka aktivizminin teorik yapısına ilişkin son yapılan araştırmalarda, kavramın geliştirme ve uygulamaya dahil olan birden fazla paydaş tarafından araştırılmasını gerektiği tartışılmaktadır. Marka aktivizmi ve femvertising literatürlerinden yola çıkan bu çalışma, kızların sporda güçlendirilmesine yönelik Dove ve Nike iş birliğiyle ortak marka aktivizm kampanyasının nasıl geliştirildiğini ve iletildiğini araştırılmaktadır. Veriler, aktivist markaların resmî internet sitelerinden ve Instagram hesaplarından, aktivizm pratiğinin internet sitesinden ve bu işbirliği sonucunda ortaya çıkan medya haberlerinden toplanıldı. Belirlenen temalar  vücuda güven veren spor programı ve KeepHerConfident  ortak marka aktivist stratejisinin oluşumunu ve iletişim sürecini açıklıyor. Araştırma bulguları, ortak marka aktivizm stratejilerinin geliştirilmesini ve uygulanmasını şekillendiren dinamik etkileşimlerine ve birden fazla kadın kimliği kategorisinin keşisiminde bunu mümkün kılan çoklu uyum faktörlerine dair kanıtlar sağlayarak marka aktivizmi, femvertising ve ortak markalama literatürlerine katkıda bulunmaktadır.

Makale detayları

Co-Brand Activism: Girls’ Empowerment in Sports

Yazarlar:

Şahver Omerakı Çekirdekci

Yayıncı:

Ahmet Arif EREN

Ana Başlıklar:

Uluslararası Ticaret (Diğer)

Dergi:

Fiscaoeconomia Vol.9 Issue 2, pp.1039-1054

Belge Tipi:

Makale

Yayın Tarihi:

5/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001348878

pISSN:

2564-7504

Brand Activism

Femvertizing

Co-Branding

Female Empowerment

SportsMarka Aktivizmi

Femvertising

Ortak Markalama

Kadının Güçlendirilmesi

Spor

Sayı

Makale detayları

Yazarlar: Şahver Omerakı Çekirdekci

Yayıncı: Ahmet Arif EREN

Ana Başlıklar: Uluslararası Ticaret (Diğer)

Dergi: Fiscaoeconomia Vol.9 Issue 2, pp.1039-1054

Belge Tipi: Makale

Yayın Tarihi: 5/2025

Belge Dili: İngilizce

Document ID (Org No.): 2001348878

pISSN: 2564-7504

Sayı

Yazarlar:

Şahver Omerakı Çekirdekci

Yayıncı:

Ahmet Arif EREN

Ana Başlıklar:

Uluslararası Ticaret (Diğer)

Dergi:

Fiscaoeconomia Vol.9 Issue 2, pp.1039-1054

Belge Tipi:

Makale

Yayın Tarihi:

5/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001348878

pISSN:

2564-7504