He, J., McLeay, F., Monkhouse, L. et al. (1 more author) (2024) Consumer perceived brand activism: Scale development. In: Cross, S. and Saboo, A., (eds.) AMA Winter Academic Conference 2024: Unlocking Our Potential. 2024 AMA Winter Academic Conference: Unlocking Our Potential, 23-25 Feb 2024, St. Pete Beach, Florida, USA. AMA Educators Proceedings, 35 . American Marketing Association (AMA) , pp. 805-807. ISBN 9781713895930
Abstract
This paper draws on four studies to develop and validate a 13-item scale to measure consumer perceptions of brand activism and establish its positive effect on purchase intention.
Metadata
Item Type: | Proceedings Paper |
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Authors/Creators: |
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Editors: |
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Copyright, Publisher and Additional Information: | © 2024 American Marketing Association (AMA) |
Keywords: | brand activism; socio-political issues; scale development; purchase intention |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
Funding Information: | Funder Grant number University of Sheffield University of Sheffield |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 08 May 2024 14:10 |
Last Modified: | 08 May 2024 14:10 |
Published Version: | https://www.ama.org/wp-content/uploads/2024/02/202... |
Status: | Published |
Publisher: | American Marketing Association (AMA) |
Series Name: | AMA Educators Proceedings |
Refereed: | Yes |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:212325 |