Opposing brand activism : triggers and strategies of consumers' antibrand actions
Essi Pöyry and Salla-Maaria Laaksonen
| Year of publication: |
2022
|
|---|---|
| Authors: | Pöyry, Essi ; Laaksonen, Salla-Maaria |
| Subject: | Brands | Cause marketing | Consumer research | Corporate responsibility | Internet marketing | Marketing communications | Politics | Qualitative research | Social responsibility | Corporate Social Responsibility | Corporate social responsibility | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Marketingmanagement | Marketing management | Online-Marketing | Marktforschung | Market research | Cause-Related Marketing | Cause-related marketing | Marketing | Markenartikel | Brand |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-12-2020-0901 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013502438