2-G: Brand Activism in the Age of Resistance: What Does It Mean?

With protests becoming mainstream, increased skepticism of key institutions, and overall, the re-emergence of populism, brands have also decided to raise their voices in protest. What brand activism is and how it can be implemented is discussed.



Citation:

Joya A. Kemper and Paul W. Ballantine (2017) ,"2-G: Brand Activism in the Age of Resistance: What Does It Mean?", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1038-1038.

Authors

Joya A. Kemper, University of Canterbury, New Zealand
Paul W. Ballantine, University of Canterbury, New Zealand



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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