How does CEO activism influence corporate reputation, especially when stakeholders hold differing political ideologies? Drawing on signalling theory and a cognitive perspective on reputation formation, Li and Soule examine when and why CEO activism can enhance corporate reputation across the ideological spectrum. The findings highlight how non-market strategies interact to shape corporate reputation and offer important implications for corporate sociopolitical advocacy in increasingly polarized environments.
Authors and Affiliations:
• Lambert Zixin Li (National University of Singapore)
• Sarah A. Soule (Stanford University)
