Explicit and Implicit Dimensions of Peace Brand Activism: An Analysis of European Corporate Communication on the Russia-Ukraine War

This paper investigates pro-social corporate commitment as Peace Brand Activism (PBA) in the European context, drawing on Matten and Moon’s (2008) implicit/explicit Corporate Social Responsibility (CSR) framework. Using a content analysis of 121 press releases from 50 Euro Stoxx corporations issued in the first year of the Russia-Ukraine war, we analyze explicit and implicit manifestations of PBA. Whereas explicit PBA is formalized through corporate actions, such as voluntary initiatives, monetary and material donations, employee volunteering, and direct top-management communication supporting Ukraine, implicit PBA is tacitly reflected in generic statements and compliance with international sanctions. The results underscore the dynamic nature of European PBA, with both implicit and explicit PBA coexisting in corporate stances regarding the armed conflict in Ukraine. This study contributes to understanding PBA as a specific form of Brand Activism related to geopolitical conflicts, highlighting how it can reflect implicit and explicit dimensions of corporate social engagement. We thereby extend the implicit/explicit CSR framework to the domain of BA, demonstrating its relevance for understanding patterns of corporate peace-oriented engagement in Europe. Consequently, by introducing a distinction between implicit and explicit PBA, the paper contributes to both CSR and BA literatures.