Work

Exploring consumer-perceived antecedents of reactive vs proactive brand activism in banking

Year: 2026

Type: article

Study design: Observational Study

Source: Journal of Consumer Marketing

DOI: 10.1108/jcm-07-2025-8068

Authors: Rajnigandha Singh, Aditya Shankar Mishra

Institution: Indian Institute of Management Ranchi

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: W7154630726

FWCI: 9.985

Cites: 93

Cited by: 1

Related to: