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
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Subject(s)
Applied or Integration/Application Scholarship
Citation
Singapore Management University.
Why companies need to be authentic about brand activism. (2022).
Available at: https://ink.library.smu.edu.sg/pers/638
Additional URL
https://cmp.smu.edu.sg/article/why-companies-need-be-authentic-about-brand-activism