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When Consumer Brand Advocacy Goes Bad: A Study of Key Drivers of Extreme, Negative Activism
Journal of Applied Marketing TheoryThis paper uses an active, two-party political landscape in the U.S. as a testing ground to study the effects of an individual’s level of perceived political identification, fantasy proneness, and conspiracy mentality as possible antecedents of extreme ...
Esta Shah +2 more
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Social Media + Society, 2022 In June 2020, millions of Instagram users shared black squares along with hashtags including #BlackOutTuesday and #BlackLivesMatter before pausing their social media content for the day.
Mariah L. Wellman
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Social Media + Society, 2022 Thematic textual analysis was used to evaluate the calls for financial participation and donations that aired during the height of the COVID-19 pandemic across 55 episodes of Seasons 7 and 8 of John Oliver’s Last Week Tonight on HBO (February 2020 ...
Amy B. Becker
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Brand and branding identification in professional activity of architect
ScienceRise, 2017 The article classifies the definitions of brand and lists its structural components. Branding in architecture is considered in three aspects: in the field of commercial real estate, architect – brand, and city branding. Branding in the field of commercial real estate requires the most attentive attitude to the brand on the part of the architect.
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Cogent Business & ManagementThis study was conducted to investigate factors affecting Vietnamese customer engagement, the effect of customer engagement on brand loyalty in the Fast‑Moving Consumer Goods (FMCG) industry, and the moderating role of artificial intelligence (AI). A 416
Hoang Cuu Long +5 more
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Current Trends in the Political Economy of Communication [PDF]
Global Media Journal: Canadian Edition, 2008 In this paper five major trends in the political economy of communication are addressed: the globalization of the field, the expansion of an enduring emphasis on historical research, the growth of research from alternative standpoints, especially ...
Vincent Mosco
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تأثير تبني العلامة التجارية للقضايا المجتمعية على أبعاد الوزن النسبي بين (جيل زد) [PDF]
المجلة العربية لبحوث الإعلام والإتصالتهدف هذه الدراسة إلى تحليل إدراك جيل زد للنشاط المجتمعي للعلامات التجارية، كما تسعى إلى دراسة العلاقة بين مصداقية النشاط المجتمعي للعلامة التجارية وبين أبعاد الوزن النسبي للعلامة التجارية.
ياسمين كاسب
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, 2023 Global and local brands have increasingly embraced brand activism in recent years. In brand activism, brands not only take a stand on social, political, environmental, or economic issues but also take action to solve these problems. Despite the popularity of the practice, there is still much to explore about the dynamics of brand activism strategies ...
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Brand Activism Induced Consumer Alienation
Marketing Management JournalBrand activism, or purpose-driven branding, is a special application of cause-related marketing (C-RM) which has become an increasingly important response to consumers who demand brands speak out on important social issues. Although brand managers aim to
Richard L. Flight, Arthur W. Allaway
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Intelligenze artificiali e bias umani. Campagne contro gli stereotipi nelle GenAI [PDF]
OculaRecently, an increasing number of brands has openly made use of generative artificial intelligence (GenAI) to develop both individual commercials and entire advertising campaigns.
Carla Fissardi
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