Purpose advertising and the credibility gap : how consumers respond to established versus emergent brand activist messaging
Year of publication: |
2024
|
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Authors: | Milfeld, Tyler ; Haley, Eric John |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 64.2024, 1, p. 59-79
|
Subject: | Brand activism | brand purpose | purpose-driven organizations | brand reputation | brand strategy | controversial issues | Werbung | Advertising | Markenartikel | Brand | Markenführung | Brand management | Werbewirkung | Advertising effects |
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