Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism

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Location: Deutsche Nationalbibliothek Frankfurt am Main

Extent: Online-Ressource, 1 online resource.

Language: Englisch

Bibliographic citation: Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism ; day:24 ; month:5 ; year:2023 ; pages:1-25
The journal of brand management ; (24.5.2023), 1-25

Creator: Wannow, Stefanie
Haupt, Martin
Ohlwein, Martin

Contributor: SpringerLink (Online service)

DOI: 10.1057/s41262-023-00326-9

URN: urn:nbn:de:101:1-2023091012390428811962

Rights: Open Access; Der Zugriff auf das Objekt ist unbeschränkt möglich.

Last update: 14.08.2025, 10:46 AM CEST

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Wannow, Stefanie
Haupt, Martin
Ohlwein, Martin
SpringerLink (Online service)

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Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism

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