The influence of marketing communications agencies on activist brands' moral competency development and ability to engage in authentic brand activism : Wieden+Kennedy "Just Does It"
Abdul Rohmanue, Erik S. Jacobi
| Year of publication: |
2024
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|---|---|
| Authors: | Rohmanue, Abdul ; Jacobi, Erik S. |
| 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. 126-139
|
| Subject: | Advertising client-agency relationship | Authentic brand activism | Inter-organisational collaboration | Interactional expertise | Moral competency development | Markenführung | Brand management | Werbung | Advertising | Markenartikel | Brand | Kompetenz | Competence | Marketingmanagement | Marketing management |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-023-00340-x [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014511512