International Brand Activism: Should the Activist Strategy be Adapted or Standardized in Different Countries?

International Brand Activism: Should the Activist Strategy be Adapted or Standardized in Different Countries?

Avallone, F., Cammarota, A., Marino, V., & Resciniti, R. (2024). International Brand Activism: Should the Activist Strategy be Adapted or Standardized in Different Countries? In: Strong, Bosangit, C., Koenig-Lewis, N., Lee, Z., Moldes Andres, O., Rosier, E. (Eds.), Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit, Cardiff Business School, Wales, 1-4 July 2024. ISBN: 978-1-3999-9060-8

Related posts

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

Read More