What is brand activism? Explicating consumers' perceptions of its characteristics, authenticity, and effectiveness

What is brand activism? Explicating consumers' perceptions of its characteristics, authenticity, and effectiveness

Guided by existing brand-activism literature, this study investigates the rising phenomenon of brands taking a public stance on controversial issues to advocate for societal changes. Based on one-on-one, in-depth interviews, this study delineates the conceptual differences between brand activism and...

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Bibliographic Details
Main Authors: Lou, Chen, Goh, Eunice Yee Si, Chang, Dianna, Tan, Hui Lei, Yap, Xin Yi, Zhang, Xiaoyan
Other Authors: Wee Kim Wee School of Communication and Information
Format: Journal Article
Language:English
Published: 2024
Subjects:
Business and Management
Brand activism
Consumer responses
Online Access:https://hdl.handle.net/10356/179514

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