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

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.