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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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
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The Effect of Brand Activation on Brand Awareness
Journal of Economics Review (JOER), 2023 This study aimed to determine how the effect of brand activation on brand awareness at Teras Komuji. In this study, the independent variable (X) is brand activation, consisting of several sub-dimensions: identity, employee, product and service, and communication. The dependent variable (Y) is brand awareness.
null Anas Aulia +2 more
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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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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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Journal of Resilient Economies (ISSN: 2653-1917), 2022 In the context of a global pandemic, social inequalities such as health disparities, systemic racism and economic shutdowns are amongst the challenges of a harsh reality. Given these myriad societal issues, consumers are becoming increasingly distrustful of governments and public service support systems.
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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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Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty [PDF]
Marketing Intelligence & Planning, 2017 Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active ...
Molinillo, Sebastian +3 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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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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