Activism across borders: strategic brand approaches for multinational enterprises in Europe

Frame of the research.As multinational enterprises (MNEs) increasingly engage in roles beyond conventional business activities, their involvement in brand activism has become a focal point of interest.This development underlines the urgency for MNEs to address global challenges, positioning them as pivotal actors in the evolving corporate social responsibility and global activism narrative.In particular, the heterogeneous socio-political context of Europe, featuring varied levels of press freedom, regulatory frameworks, and cultural norms, presents a compelling case to explore the tension between local adaptation and global standardization in activist communications.Purpose of the paper.This research explores the unexplored realm of brand activism from an international perspective, focusing on how MNEs either standardize or customize their activist communications to align with the diverse contexts within specific European markets.The primary purpose is to analyze MNEs' strategies to ensure that their activism effectively resonates across various European landscapes while assessing the balance between regional consistency and local relevance in their messaging.Furthermore, we examine how different degrees of press freedom can either amplify activist messaging or expose brands to heightened scrutiny.Additionally, the study considers the role of press freedom in shaping activist communications within these contexts.Methodology.To address this purpose, the research is divided into two studies employing a mixed-method approach to achieve this goal.Study 1 conducts a content analysis of social media communication from an activist brand across several European countries.Study 2 performs a semiotic analysis to understand whether the communication is adapted or standardized to different local contexts.Considering the study's purpose, an activist brand in multiple countries was selected for the analysis as the research setting.Results.This multicounty case study reveals how an MNE conducts brand activism across various European countries, adapting its communication by showing significant variation in activist commitment levels across these markets.The analysis highlights the MNE's strategic adjustments to resonate with diverse regional audiences, indicating a tailored approach to brand activism within the European context.Furthermore, the study examines how press freedom influences these variations in commitment and communication.