International Journal of Management

Consumer activism against global brands has evolved from isolated boycotts to coordinated, digitally amplified resistance movements driven by ethical, political, cultural, and environmental concerns. These movements influence corporate reputation, pricing power, supply chain decisions, and market legitimacy. This paper examines the socio-political origins of consumer activism, its digital mobilization patterns, and the vulnerabilities of multinational brands operating across diverse ideological spaces. A conceptual model, the Global Consumer Activism Response Model (GCARM), is proposed to explain interaction among grievances, mobilization mechanisms, brand response strategies, and market outcomes. Findings indicate that activism is increasingly transnational, data-driven, fandom-coordinated, and deeply intertwined with identity politics and geopolitical alliances.