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 and Riccardo Resciniti
| Year of publication: |
2024
|
|---|---|
| Authors: | D'Arco, Mario ; Cammarota, Antonella ; Marino, Vittoria ; Resciniti, Riccardo |
| Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 37.2024, 4, p. 264-281
|
| Subject: | authentic brand activism | consumer political ideology | consumer-brand identification· | Consumer-perceived authenticity | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Glaubwürdigkeit | Credibility | Ideologie | Ideology | Markenimage | Brand image | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08911762.2024.2368467 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015192617