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Oh Look, Another Woke Brand ! : Brand Legitimacy's Impact on the Consumer-Brand Relationship in Brand Activism Campaigns

Year: 2025

Type: conference-paper

Source: HAL (Le Centre pour la Communication Scientifique Directe)

Authors: Moumade, Samia, Hemonnet-Goujot, Aurélie, Valette-Florence, Pierre

Institutions: Aix-Marseille Université, Centre d'Etudes et de Recherche en Gestion d'Aix-Marseille, Université Grenoble Alpes

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: W7126008565

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