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The take-off of the Saudi professional football league in the context of the 2030 vision: effect on the competitive balance. [PDF]
Front Sports Act LivingBataineh MJ +3 more
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Pengaruh Brand Activation Terhadap Brand Image Whitelab
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora, 2023Brand Activation is one of the important things for a brand. Brand Activation is a strategy that companies use by providing real experiences for consumers. So the purpose of this study is to determine whether Brand Activation has an influence on Brand Image.
null Lailynisa Fadilla Iswadi +2 more
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Developing brand advocacy through brand activities on Facebook
Journal of Consumer Marketing, 2021Purpose This paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines the influence of brand advocacy on purchase intentions of brand advocates and the moderating effect of the amount of time spent on Facebook on the relationship between ...
Choi, Youngtae +2 more
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Can Brand Activism Benefit Luxury Brands?
Psychology & MarketingABSTRACTBrands are increasingly taking an active stance on divisive socio‐political issues such as racial justice, transgender rights, gun control, and international conflicts (e.g., the Ukraine‐Russia war). Due to its polarizing nature, brand activism can be a risky strategy, and it is not yet understood how consumers react to brand activism conducted
Dina Khalifa, Victoria‐Sophie Osburg
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Tanishq: Brand Activism Gone Wrong?
Vision: The Journal of Business Perspective, 2023Mansoor Khan, 45, brand manager, Tanishq Jewellery for Media and Communications, was facing lots of backlashes for Tanishq’s advertisement on interfaith marriage advertisement aired to promote unity and harmony amongst different communities. In contrast to its stated objective of promoting unity and oneness, this interfaith marriage advertisement ...
A. Shivakanth Shetty +3 more
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Brand activism in the 21st century : what makes brand activism authentic among millennials?
2022The 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. The expectation of brands to participate in brand activism is particularly prevalent among millennials, who constitute a ...
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Consumers Reaction to Brands Political Activity
2019This study offers an innovative methodology combining qualitative and quantitative content analysis to address a current debate concerning global brands taking part in political discussions. Global and local brands are more and more willing to support or disapprove political leader’s policies on critical issues such as immigration, duties or healthcare
Valentina Mazzoli +3 more
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From brand activism to branded activism: what happens when culture and market collide?.
2023How are brands navigating the tension between being a cultural and a market player in woke times? Brand activism resonates of the struggle that brands undertake to be perceived by consumers as committed cultural authority. This led several brands to fall into woke washing allegations and contestations in social media.
Silvia Biraghi, Rossella Gambetti
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2017
After many months of discussion, I was sitting with the senior vice president of e-commerce at the New York offices of one of the world’s largest consumer packaged goods (CPG) companies. The goal of the meeting was to figure out whether our platform (called the Master Catalog) would meet their needs for a product information management (PIM) system ...
openaire +1 more source
After many months of discussion, I was sitting with the senior vice president of e-commerce at the New York offices of one of the world’s largest consumer packaged goods (CPG) companies. The goal of the meeting was to figure out whether our platform (called the Master Catalog) would meet their needs for a product information management (PIM) system ...
openaire +1 more source