Woke brand activism authenticity or the lack of it
Abas Mirzaei, Dean C. Wilkie, Helen Siuki
| Year of publication: |
2022
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|---|---|
| Authors: | Mirzaei, Abas ; Wilkie, Dean C. ; Siuki, Helen |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 139.2022, p. 1-12
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| Subject: | Authenticity | Brand activism | Brand strategy | Consumer backlash | Social movement | Woke | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Glaubwürdigkeit | Credibility | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2021.09.044 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013194131