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Brand scandals within a corporate social responsibility partnership : asymmetrical effects on for-profit and non-profit brands
Gabrielli, Veronica; Baghi, Ilaria; Bergianti, Francesca - In: Journal of marketing management : JMM ; journal of the … 37 (2021) 15/16, pp. 1573-1604
Persistent link: https://www.econbiz.de/10012802291
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Brand activism and millennials : an empirical investigation into the perception of millennials towards brand activism
Shetty, A. Shivakanth; Venkataramaiah, Nagendra Belavadi; … - In: Problems and perspectives in management : PPM ; … 17 (2019) 4, pp. 163-175
Persistent link: https://www.econbiz.de/10012175945
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Effective messaging strategies to increase brand love for sociopolitical activist brands
Ahmad, Fayez; Guzman, Francisco; Kidwell, Blair - In: Journal of business research : JBR 151 (2022), pp. 609-622
Persistent link: https://www.econbiz.de/10013459949
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The effects of brand hypocrisy on consumer evaluations and behaviors : moderating role of nutrition consciousness
Erol, Fuat - In: Organizations and markets in emerging economies 14 (2023) 1/27, pp. 133-151
and lead to negative evaluations. Accusations of hypocrisy can also result in negative behavioral outcomes, such as brand … consciousness. Therefore, this study aims to explore the serial mediating effect of brand image and brand evaluations of the effect … of the brand (mission) hypocrisy on both brand distance and nWOM, and the moderating role of nutrition consciousness on …
Persistent link: https://www.econbiz.de/10014534727
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Exploring brand purpose dimensions for non-profit organizations
Mirzaei, Abas; Webster, Cynthia M.; Siuki, Helen - In: The journal of brand management : an international journal 28 (2021) 2, pp. 186-198
Persistent link: https://www.econbiz.de/10012487239
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Brand activism : does courting controversy help or hurt a brand?
Mukherjee, Sourjo; Althuizen, Niek - In: International journal of research in marketing : IJRM ; … 37 (2020) 4, pp. 772-788
Persistent link: https://www.econbiz.de/10012494715
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Brand purpose and ‘woke’ branding campaigns
McColl, Julie; Ritch, Elaine L.; Hamilton, Jennifer - In: New perspectives on critical marketing and consumer society, (pp. 145-154). 2021
Persistent link: https://www.econbiz.de/10012498227
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Will consumers silence themselves when brands speak up about sociopolitical issues? : applying the spiral of silence theory to consumer boycott and buycott behaviors
Hong, Cheng; Li, Cong - In: Journal of nonprofit & public sector marketing 33 (2021) 2, pp. 193-211
Persistent link: https://www.econbiz.de/10012498324
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Activist brand perception : conceptualization, scale development and validation
Saracevic, Selma; Schlegelmilch, Bodo B. - In: Journal of business research : JBR 180 (2024), pp. 1-16
Persistent link: https://www.econbiz.de/10014556454
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Sarcastic or assertive : how should brands reply to consumers' uncivil comments on social media in the context of brand activism?
Batista, Juliana Moreira; Barros, Lucia S. G.; Peixoto, … - In: Journal of interactive marketing : a quarterly … 57 (2022) 1, pp. 141-158
Persistent link: https://www.econbiz.de/10013397510