In its co-branding with The Body Shop, which frames does Dove use to enhance its brand activism and what are the effects thereof?
Today, more and more consumers are asking brands to take a stand on socio-political issues in order to generate a values-based connection with consumers. However, most previous research has focused only on individual brand activism, with little attention paid to co-branding brand activism. Through the co-branding case of Dove and The Body Shop, this study aims to understand how Dove framed its col
