Abstract

In this article we examine how brands express compassion and care through their advertising amid the Covid-19 crisis. Drawing from organizational theory research, we theorize how brands enact compassion organizing, which refers to the process of noticing, feeling, and responding to human suffering in a coordinated manner. We employ a grounded theory inspired Gioia methodology to analyze more than 200 pandemic-related ads that were released in the United States over a six-month period. The findings reveal three main themes of compassion organizing—solidarity, trust, and resilience—and showcase how brands may use advertising to address care deficits in times of crisis. The study underscores the institutional role of advertising and brands and informs extant research on corporate advertising and cultural branding.

摘要

在本文中，我们研究了品牌如何在 Covid-19 危机中通过广告表达同情和关怀。根据组织理论研究，我们对品牌如何制定同情组织进行理论化，这是指以协调的方式注意、感受和应对人类苦难的过程。我们采用受扎根理论启发的 Gioia 方法来分析 6 个月内在美国发布的 200 多个与流行病相关的广告。调查结果揭示了同情组织的三个主要主题——团结、信任和复原力——并展示了品牌如何在危机时期利用广告来解决护理不足的问题。该研究强调了广告和品牌的制度作用，并为现有的企业广告和文化品牌研究提供了信息。