Results 11 to 20 of about 627,694 (248)

Brand activism: Research trends and cluster analysis

European Research on Management and Business Economics
This paper aims to identify emerging research topics related to brand activism: analyzing current research trends and providing a comprehensive overview of its various aspects.
Jorge Luna-Amador, Alexander Caraballo-Payares, Andres Escobar-Espinoza   +2 more
doaj   +2 more sources

Brand activism in the 21st century : what makes brand activism authentic among millennials? [PDF]

, 2022
The increasing presence and popularity of brand activism is creating new opportunities for brands to demonstrate their support for social and political issues by taking a stance on these controversial issues and communicating this.
Müller, Carmen Béatrice
core   +1 more source

How Brand activism is dealing with gender equality? [PDF]

, 2023
openIl fenomeno contemporaneo del brand activism nasce dalla volontà di Philip Kotler di sottolineare che le azioni dei brand sono guidate dalla società, in particolare dalla Gen Z e dai Millenials che chiedono alle aziende di aderire non più solo a ...
BOSCARIOL, GAIA
core  

Customer relationship management for brand commitment and brand loyalty [PDF]

, 2015
This article examined the impact of customer relationship management strategy on customers brand commitment and brand loyalty in the Nigeria financial sector.
Wali, Andy Fred, Wright, Len Tiu, Uduma, Idika Awa   +2 more
core   +3 more sources

Brand activism

Communication & Society (Formerly Comunicación y Sociedad), 2019
In this work, brand activism is defined as a strategy that seeks to influence citizen-consumers by means of campaigns created and sustained by political values.
Juan-Luis Manfredi-Sánchez
doaj   +1 more source

A literature review of brand bravery, brand activism, and sustainable branding as contemporary branding strategies: The Social Marketing new era [PDF]

المجلة العلمية للدراسات والبحوث المالية والتجارية
Brand management literature is continuously developing in response to the fast-moving business environment. The notions of brand bravery, sustainable branding, and brand activism have recently emerged as promising social marketing and branding strategies.
Ahmed Abdelkader
doaj   +1 more source

Sustainable Fashion Trend. Enhancing Sustainability in Fashion Through Visual Communication Media [PDF]

Pad, 2021
From the French Fashion Pat to the Green in Italy brand, governments set sustainability targets to be achieved in the short term, indicating precise dates as an upper limit for reducing environmental impact in the fashion industry.
Giulia Scalera
doaj  

The effect of brand activism on brand equity [PDF]

, 2022
Bu çalışma da marka aktivizminin tüketici temelli marka değeri üzerindeki etkisi araştırıldı. Çalışma içerisindeki kavramlar geçmiş çalışmalar göz önünde bulundurularak tüketici temelli marka değerinin boyutları yani marka çağrışımları, marka ...
Topaçlar Kurak, Rabia
core   +1 more source

Out of the Boardroom and into the Showroom: Shifting the Brand Digital Conversation from Emotional Response to Awareness

ZoneModa Journal, 2021
In the contemporary digital environment, brands are modelling their communication strategies on values typical of the corporate world and thus creating a widened narrative which transforms emotional storytelling into something more oriented towards ...
Marta Martina
doaj   +1 more source

Brands Taking a Public Stand: A Keyword Analysis of Brand Activism

Tržište
Purpose – The purpose of this research is to explore which keywords are most relevant and valuable to a particular audience or industry. This study is aimed primarily at reviewing the short history of brand activism from the marketing literature and ...
Baris Batuhan Gecit, Handan Ozdemir, Elif Akagun Ergin   +2 more
doaj   +1 more source