Brands taking a stand : authentic brand activism or woke washing?
Year of publication: |
2020
|
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Authors: | Vredenburg, Jessica ; Kapitan, Sommer ; Spry, Amanda ; Kemper, Joya A. |
Published in: |
Journal of public policy & marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7207, ZDB-ID 2068581-6. - Vol. 39.2020, 4, p. 444-460
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Subject: | authentic brand activism | authenticity | brand purpose | branding | political advocacy | prosocial consumption | purpose driven organizations | woke washing | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
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