Results 241 to 248 of about 627,694 (248)

What Is Brand Activism? Explicating Consumers’ Perceptions of Its Characteristics, Authenticity, and Effectiveness

Journal of Interactive Advertising
Chen Lou
exaly  

How Do Consumers Respond to Brand Activism Campaigns? Exploring the Relationship Between Authenticity, Brand Value Congruence, Brand Identification, and Political Ideology

Journal of Global Marketing
Riccardo RESCINITI, Mario D'arco, Vittoria Marino   +2 more
exaly  

EXPRESS: Should Global Brands Engage in Brand Activism?

Journal of International Marketing
Veronica Rosendo-Rios, Paurav Shukla
exaly  

The strength of stance: The impact of brand activism on resistance to negative information, purchasing, and premium paying intents across different types of failures

Journal of Retailing and Consumer Services
Roberta De Cicco, Barbara Francioni
exaly  

Digital Brand Activism and Collective Action: Mapping Challenges and Strategies

Journal of Interactive Advertising
Lauren Gurrieri, Amanda Spry, Marian Makkar   +2 more
exaly  

Power from words: The influence of brand activism message framing on consumer purchase intention

Psychology and Marketing
Siyun Chen, Shengcheng Xie
exaly  

Anti-Brand Activism in the Collectivist Orientation: The Case of Online-Consumers-Run Communities

Journal of Promotion Management
Hai-Ninh Do
exaly  

Left out, stay out? The impact of social exclusion on consumer engagement in brand activism

Journal of Retailing and Consumer Services
exaly