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- W164090757 abstract "This paper explores the potential active role of commercial brands in bringing about radical political change. Based on an analysis of three marketing campaigns launched during the Arab Spring, the paper identifies three forms of brand involvement in radical political change: active incitement to engagement in political activities; fertilisation of the idea of radical political change; positioning and inducement of political beliefs. The discussion elaborates on the differences between the three types of brand involvement in terms of agency, cognitive dimension and impact on self- concept. The paper concludes by addressing how brand involvement in radical political change may impact on individual citizens, societies and businesses." @default.
- W164090757 created "2016-06-24" @default.
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- W164090757 date "2014-04-01" @default.
- W164090757 modified "2023-10-11" @default.
- W164090757 title "The revolutionary brand! Preliminary thoughts on the potential role of commercial brands in radical political change" @default.
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