He, J., Kipnis, E., McLeay, F. et al. (1 more author) (2024) Theorizing brand activist function: an empirical exploration. 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. 1205-1208. ISBN 9781713895930
Abstract
This paper explores consumers’ perceptions of brand activism to theorize a brand activist function, capturing the potential of brand activism to advance the status quo of socio-political issues and empower consumers to engage with these issues in the marketplace.
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; branding; transformative consumer research |
| 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 13:44 |
| Last Modified: | 08 May 2024 14:14 |
| 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:212323 |
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CORE (COnnecting REpositories)