Work

Who is more responsive to brand activism? The role of consumer-brand identification and political ideology in consumer responses to activist brand messages

Year: 2023

Type: article

Source: Journal of Product & Brand Management

DOI: 10.1108/jpbm-10-2022-4193

Authors: Martin Haupt, Stefanie Wannow, Linda Marquardt, Jana Shanice Graubner, Alexander Haas

Institutions: Justus-Liebig-Universität Gießen, Technische Hochschule Mittelhessen

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4383477637

FWCI: 17.72

Cites: 103

Cited by: 67

Related to: 10