التفاصيل البيبلوغرافية
| العنوان: |
When Brands Take a Stand - Navigating Emotional Reactions to Brand Activism |
| المؤلفون: |
Wannow, Stefanie, Haupt, Martin |
| المصدر: |
Universität St.Gallen, Institut für Marketing und Customer Insight, Marketing Review St.Gallen. 39(2):44-51 |
| سنة النشر: |
2022 |
| الوصف: |
Brands increasingly take a stand on controversial sociopolitical topics – and receive applause as well as severe backlash. Based on four clusters of moral emotions, this paper provides a framework for managers to better understand consumers' emotional responses to brand activism and design future campaigns more effectively. |
| نوع الوثيقة: |
redif-article |
| اللغة: |
English |
| الإتاحة: |
https://ideas.repec.org/a/zbw/hsgmrs/276182.html |
| رقم الأكسشن: |
edsrep.a.zbw.hsgmrs.276182 |
| قاعدة البيانات: |
RePEc |
