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Brand Activism: A Research Guide by jiaxueping139 is a document available to read on EtoBox.

What is Brand Activism: A Research Guide about?

The article discusses brand activism, defined as brands publicly taking a stand on divisive social or political issues, and its increasing expectation from consumers and employees. It introduces the Aligned Activism Model, emphasizing the importance of alignment between the brand, the issue, and consumer opinions, while exploring the impact of brand activism on consumers, employees, and investors. The paper highlights the dual nature of brand activism

Author

jiaxueping139

Language

EN