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.
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.
Joya A. Kemper, University of Canterbury, New Zealand
Paul W. Ballantine, University of Canterbury, New Zealand
NA - Advances in Consumer Research Volume 45 | 2017
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