Arbiters of Controversy: the New Role of Brands in Contemporary Society
Our research investigates the new role of brands as arbiters of social issues. Grounded in institutional theory, we identity the various agents present within the brand moral landscape. We highlight the complexity present in the marketplace and explore the dynamic between brands, consumers, and third-party marketplace agents.
Justin Sieow and Robin A. Coulter (2020) ,"Arbiters of Controversy: the New Role of Brands in Contemporary Society", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1214-1214.
Justin Sieow, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
NA - Advances in Consumer Research Volume 48 | 2020
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