Matches in SemOpenAlex for { <https://semopenalex.org/work/W4387335983> ?p ?o ?g. }
Showing items 1 to 84 of
84
with 100 items per page.
- W4387335983 endingPage "280" @default.
- W4387335983 startingPage "263" @default.
- W4387335983 abstract "Abstract When it is well-executed, evidence suggests that brand activism can create beneficial outcomes for a brand: However, effects on both the cause and the consumer are less understood. Thus, this chapter aims to better understand how consumers interpret, evaluate, and act on brand activism efforts. Through a consumer-focused lens, we seek to uncover how brand activism initiatives can best be communicated in order to encourage positive consumer sentiment in those who consume them. Focus groups were used to understand consumer interpretations of, responses to, and expectations regarding brand activism in the context of the Black Lives Matter Movement. Our findings revealed a shift in consumer expectations, with consumers looking for authentic internal commitment to support any external messaging, in order for it to be positively received. This shift in consumer expectations highlights the change in brand activism practice over the past few years: It is no longer acceptable to merely advocate for a position or raise awareness. This chapter contributes to foundational research laying the groundwork for future consumer research focusing on understanding the consumption of brand activism." @default.
- W4387335983 created "2023-10-05" @default.
- W4387335983 creator A5017431865 @default.
- W4387335983 creator A5083192108 @default.
- W4387335983 date "2023-10-05" @default.
- W4387335983 modified "2023-10-06" @default.
- W4387335983 title "Contemporary Consumption of Brand Activism" @default.
- W4387335983 cites W2026105743 @default.
- W4387335983 cites W2053180270 @default.
- W4387335983 cites W2916342733 @default.
- W4387335983 cites W3010998917 @default.
- W4387335983 cites W3049554738 @default.
- W4387335983 cites W3086580735 @default.
- W4387335983 cites W3087534233 @default.
- W4387335983 cites W3119810028 @default.
- W4387335983 cites W3154145508 @default.
- W4387335983 cites W3203705988 @default.
- W4387335983 cites W4220965204 @default.
- W4387335983 doi "https://doi.org/10.1007/978-3-031-33246-3_17" @default.
- W4387335983 hasPublicationYear "2023" @default.
- W4387335983 type Work @default.
- W4387335983 citedByCount "0" @default.
- W4387335983 crossrefType "book-chapter" @default.
- W4387335983 hasAuthorship W4387335983A5017431865 @default.
- W4387335983 hasAuthorship W4387335983A5083192108 @default.
- W4387335983 hasBestOaLocation W43873359831 @default.
- W4387335983 hasConcept C10138342 @default.
- W4387335983 hasConcept C112698675 @default.
- W4387335983 hasConcept C144024400 @default.
- W4387335983 hasConcept C144133560 @default.
- W4387335983 hasConcept C151730666 @default.
- W4387335983 hasConcept C152455256 @default.
- W4387335983 hasConcept C162853370 @default.
- W4387335983 hasConcept C17744445 @default.
- W4387335983 hasConcept C182306322 @default.
- W4387335983 hasConcept C198082294 @default.
- W4387335983 hasConcept C199539241 @default.
- W4387335983 hasConcept C23213687 @default.
- W4387335983 hasConcept C2779343474 @default.
- W4387335983 hasConcept C2991761844 @default.
- W4387335983 hasConcept C30772137 @default.
- W4387335983 hasConcept C36289849 @default.
- W4387335983 hasConcept C39549134 @default.
- W4387335983 hasConcept C57375061 @default.
- W4387335983 hasConcept C86803240 @default.
- W4387335983 hasConcept C94625758 @default.
- W4387335983 hasConceptScore W4387335983C10138342 @default.
- W4387335983 hasConceptScore W4387335983C112698675 @default.
- W4387335983 hasConceptScore W4387335983C144024400 @default.
- W4387335983 hasConceptScore W4387335983C144133560 @default.
- W4387335983 hasConceptScore W4387335983C151730666 @default.
- W4387335983 hasConceptScore W4387335983C152455256 @default.
- W4387335983 hasConceptScore W4387335983C162853370 @default.
- W4387335983 hasConceptScore W4387335983C17744445 @default.
- W4387335983 hasConceptScore W4387335983C182306322 @default.
- W4387335983 hasConceptScore W4387335983C198082294 @default.
- W4387335983 hasConceptScore W4387335983C199539241 @default.
- W4387335983 hasConceptScore W4387335983C23213687 @default.
- W4387335983 hasConceptScore W4387335983C2779343474 @default.
- W4387335983 hasConceptScore W4387335983C2991761844 @default.
- W4387335983 hasConceptScore W4387335983C30772137 @default.
- W4387335983 hasConceptScore W4387335983C36289849 @default.
- W4387335983 hasConceptScore W4387335983C39549134 @default.
- W4387335983 hasConceptScore W4387335983C57375061 @default.
- W4387335983 hasConceptScore W4387335983C86803240 @default.
- W4387335983 hasConceptScore W4387335983C94625758 @default.
- W4387335983 hasLocation W43873359831 @default.
- W4387335983 hasOpenAccess W4387335983 @default.
- W4387335983 hasPrimaryLocation W43873359831 @default.
- W4387335983 hasRelatedWork W2003882577 @default.
- W4387335983 hasRelatedWork W2090583190 @default.
- W4387335983 hasRelatedWork W2271380887 @default.
- W4387335983 hasRelatedWork W2348796232 @default.
- W4387335983 hasRelatedWork W2379746538 @default.
- W4387335983 hasRelatedWork W3046517301 @default.
- W4387335983 hasRelatedWork W3136565062 @default.
- W4387335983 hasRelatedWork W3157365306 @default.
- W4387335983 hasRelatedWork W4283376489 @default.
- W4387335983 hasRelatedWork W4379141073 @default.
- W4387335983 isParatext "false" @default.
- W4387335983 isRetracted "false" @default.
- W4387335983 workType "book-chapter" @default.