Lonely Rebel Or Pioneer of the Future? Towards an Understanding of Moral Stakeholder Framing of Activist Brands

This study investigates the link between brand-induced activism, stakeholder framing and legitimation processes evolving around the emerging market practice of crowd-funding. The discursive inquiry into online discussions on an activist brand reveals the moral positioning and rhetoric tactics of three discursive coalitions: of moral architects, moral archeologists, and moral disenchanters.



Citation:

Verena E. Stoeckl (2014) ,"Lonely Rebel Or Pioneer of the Future? Towards an Understanding of Moral Stakeholder Framing of Activist Brands", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 371-376.

Authors

Verena E. Stoeckl, University of Innsbruck, Austria



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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