WHEN BRANDS BECOME ACTIVISTS: THE PERCEPTION AND INFLUENCE OF BRAND ACTIVISM TOWARDS INDONESIAâS GEN Z
The goal of this research was to learn about customers' perceptions and reactions to the phenomenon of brand activism. And thus, attempts to address the following question: How do Indonesia’s Gen Z consumers perceive brands' engaging in brand activism? Given that research on brand activism...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/68158 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |