Media&Jornalismo, 2023 Although social issues have been considered by the business world for decades, these topics have never gained such preponderance as in the 21st century.
Alexandra Miguel, Sandra Miranda
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Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism [PDF]
Innovative Marketing, 2021 The current study develops a research model and explores the correlation between customer sense of online betrayal, brand hate, and anti-brand activism.
Hai Ninh Nguyen, Thanh Binh Nguyen
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The Complexities of Political Engagement and Consumer Response to Woke Design
DIID, 2023 What happens when brands engage in activism and involve themselves in the socio-political lives of their consumers? The rise of social issues and political messages in brand design is an emerging topic for the Design discipline.
Alexa Mottram +2 more
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Brand activism and millennials: an empirical investigation into the perception of millennials towards brand activism [PDF]
Problems and Perspectives in Management, 2019 The reckless pursuit of social, environmental, political and cultural issues and brands may alienate the very customer base, whom they try to impress, especially the millennials.
A. Shivakanth Shetty +2 more
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Consumer sentiment toward international activist advertising [PDF]
Innovative Marketing, 2023 Companies have been increasingly conveying activist advertising messages to international audiences in response to persisting social ills and unsustainable business practices. Given the ambiguity surrounding the effects of international advertising, this
Christos Livas +2 more
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The effect of customer identification with brand on anti-brand activities through brand love and brand jealousy [PDF]
مدیریت بازرگانی, 2015 The main purpose of this study is to investigate the effect of identity made by a brand for customrers on their anti-brand activities through brand love and brand jealousy.
Abolghasem Ebrahimi +2 more
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Heliyon, 2023 Brand attitude has been the primary concern for corporation sustainability for a long. Studies have focused on various attributes concerning brand attitude comprising of many research articles.
Alharthi Rami Hashem E +5 more
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Activismul prin brand. Studiu de caz: campania eMAG din 2019 [PDF]
Polis: Revista de Stiinte Politice, 2020 The article highlights a new trend in brand behavior, especially global ones: brand activism. Brand activism involves brands taking public positions on social and political issues.
Arthur SUCIU
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Investigating the brand performance of Small and Medium-sized Enterprises (SMEs) with fsQCA technique: Emphasis on the role of entrepreneurship and human resource strategy [PDF]
تعاون و کشاورزی, 2023 Context and purpose. The purpose of this study is to define the combination of entrepreneurial dimensions, entrepreneurial activism, identifying opportunities and strategies that lead to improving brand performance in SMEs.Methodology/approach.
Morteza Emami +2 more
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Destek Olmak Veya Ol(a)Mamak: Marka Aktivizmi Bağlamında Bir Değerlendirme
Erciyes İletişim Dergisi, 2021 Yaşanan toplumsal, çevresel, ekonomik ve politik olaylar bağlamında markaların farkındalık yaratmak ve destek vermek amacıyla eyleme geçmeleri olarak tanımlanan marka aktivizmi kavramı son yıllarda sıklıkla karşımıza çıkmaktadır.
Mert Susur, Ömer Aydınlıoğlu
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