How Do Consumers Respond to Brand Activism Campaigns? Exploring the Relationship Between Authenticity, Brand Value Congruence, Brand Identification, and Political Ideology
Mario D’Arco, Antonella Cammarota, Vittoria Marino, Riccardo Resciniti
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Abstract
This research focused on brand activism campaigns in a global marketing context. It explored how consumers judge a brand’s activism authenticity. An online survey was conducted in Italy. Data were ...
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Stay current on cross-cultural marketing at both micro and macro levels! The Journal of Global Marketing is the top-notch journal packed with the latest global marketing planning and programming strategies, current information, and contemporary research findings on marketing challenges and opportunities that firms, industries, and public sector agencies encounter worldwide. The expert contributors to the journal include leading marketing and international business scholars, practitioners, and policymakers who provide up-to-date practical information vital for management and administrative professionals.
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