# Brand activism: Does courting controversy help or hurt a brand?

> Research article (International Journal of Research in Marketing, 2020) · cited 306× · AI/ML

**Wikidata**: [openalex:W3010998917](https://www.wikidata.org/wiki/openalex:W3010998917)  
**Source**: https://4ort.xyz/entity/brand-activism-does-courting-controversy-help-or-hurt-a-brand