From warmth to warrior : impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity
Year of publication: |
2024
|
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Authors: | Lee, Zoe ; Spry, Amanda ; Ekinci, Yuksel ; Vredenburg, Jessica |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 31.2024, 2, p. 193-211
|
Subject: | Brand activism | Brand bravery | Brand equity | Brand hypocrisy | Non-profit branding | Virtue signalling | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
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