Archive for Month: Luglio

How Do Consumers Respond to Brand Activism Campaigns? Exploring the Relationship Between Authenticity, Brand Value Congruence, Brand Identification, and Political Ideology

D’Arco, M., Cammarota, A., Marino, V., & Resciniti, R. (2024). How Do Consumers Respond to Brand Activism Campaigns? Exploring the Relationship Between Authenticity, Brand Value Congruence, Brand Identification, and Political Ideology. Journal of Global Marketing. https://doi.org/10.1080/08911762.2024.2368467

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Boycotting the activist brand: Unveiling the power of consumer-brand disalignment and political consumerism.

Cammarota, A., D’Arco, M., Marino, V., & Resciniti, R. (2023). Boycotting the activist brand: Unveiling the power of consumer-brand disalignment and political consumerism. In: (a cura di): Accademia Italiana di Economia Aziendale. XL CONVEGNO NAZIONALE L’AZIENDALISMO CREA VALORE! Il ruolo dell’accademia nelle sfide della società, dell’economia e delle istituzioni,...

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