We are thrilled to spotlight Serkan Saka, one of our new assistant professors, whose research on brand activism is already making waves in both academia and the industry. Serkan’s work explores the intricate dynamics between consumer behavior, corporate strategy, and societal change. His recent roundtable session at the Association for Consumer Research Conference in Paris, France, titled “A Global Perspective on Brand Activism and Consumer Movements,” explored the rising expectations for companies to engage with social and political issues. This rise in brand activism signals a major shift in how consumers and corporations interact, with profound implications for businesses worldwide.

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