Publication Type

Magazine Article

Publication Date

5-2022

Abstract

Companies looking to engage in brand activism need to be authentic in their campaign otherwise they run the risk of consumer backlash

Keywords

branding, marketing, brand activism

Disciplines

Marketing

Copyright Owner and Holder

Singapore Management University

Licece/Creative Commons Licence

Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Subject(s)

Applied or Integration/Application Scholarship

Additional URL

https://cmp.smu.edu.sg/article/why-companies-need-be-authentic-about-brand-activism

Included in

Marketing Commons

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