Revanchist Consumer Activism
In the article “Fearing separation from capitalist paternity” the journal Consumption Markets & Culture we examine how American anti-gender activists opposed Disney’s shift from its conservative, family-oriented brand image. We (first author Floris de Krijger and Professor Patrizia Zanoni at Hasselt University, Belgium) argue that this campaign is driven by infantile fears of losing the ideo-affective guardianship conservative brands have historically offered to privileged consumer groups. These consumer activists aim to resolve this perceived threat of brand abandonment through anti-brand revenge. You can get it through this eprint link below. Lund University School of Economics and Managementdisney
https://www.tandfonline.com/eprint/NCCK5FJGN4ZTTPFMUD6K/full?target=10.1080/10253866.2025.2511970
