Who is more responsive to brand activism? : the role of consumer-brand identification and political ideology in consumer responses to activist brand messages
Year of publication: |
2023
|
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Authors: | Haupt, Martin ; Wannow, Stefanie ; Marquardt, Linda ; Graubner, Jana Shanice ; Haas, Alexander |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 8, p. 1248-1273
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Subject: | Brand activism | Brand attitude | Consumer-brand identification | Perceived marginalization | Political ideology | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Ideologie | Ideology | Markenimage | Brand image | Markenartikel | Brand |
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