Is Brand Activism the New Normal? Scale Development and Application
In the modern marketplace, brand activism has become a mainstream phenomenon. Throughout ten studies, this research conceptualizes brand activism from a consumer’s perspective and develops a valid and reliable brand activism scale. It also explores the scale’s applicability in different brand-consumer relationship contexts.
Nuket Serin and Jayati Sinha (2021) ,"Is Brand Activism the New Normal? Scale Development and Application", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 535-536.
Nuket Serin, Florida International University
Jayati Sinha, Florida International University
NA - Advances in Consumer Research Volume 49 | 2021
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