Domnick, Jaqueline - In: Junior management science 9 (2024) 3, pp. 1609-1633
The increasing relevance of brand activism, coupled with its controversial nature, poses challenges for brands. Whether … brandsshould engage in activism and the significance of authentic engagement in this context are questions that need to be addres …-sed. This study employs an experiment to demonstrate that authentic brand activism enhances attitudes towards a brand,with the …