Artikel
When Brands Take a Stand - Navigating Emotional Reactions to Brand Activism
Brands increasingly take a stand on controversial sociopolitical topics – and receive applause as well as severe backlash. Based on four clusters of moral emotions, this paper provides a framework for managers to better understand consumers' emotional responses to brand activism and design future campaigns more effectively.
- Language
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Englisch
- Bibliographic citation
-
Journal: Marketing Review St.Gallen ; ISSN: 1865-7516 ; Volume: 39 ; Year: 2022 ; Issue: 2 ; Pages: 44-51
- Classification
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Management
- Event
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Geistige Schöpfung
- (who)
-
Wannow, Stefanie
Haupt, Martin
- Event
-
Veröffentlichung
- (who)
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Thexis Verlag
- (where)
-
St.Gallen
- (when)
-
2022
- Handle
- Last update
- 10.03.2025, 11:41 AM CET
Data provider
This object is provided by:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Wannow, Stefanie
- Haupt, Martin
- Thexis Verlag
Time of origin
- 2022
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