Work

Brand activism in a polarizing world: the roles of cause controversy and consumption goal

Year: 2024

Type: article

Study design: Observational Study

Source: Journal of Product & Brand Management

DOI: 10.1108/jpbm-01-2024-4934

Authors: Lin Zhao, Annie Cui, Shuili Du

Institutions: West Virginia University, University of New Hampshire

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: W4404163364

FWCI: 5.145

Cites: 59

Cited by: 11

Related to: 10