INVESTIGATING THE FACTORS THAT INFLUENCE BRAND ADMIRATION AND CONSUMER-BRAND CONNECTION WHEN BRAND TAKES A STAND ON SOCIOPOLITICAL ISSUES: A MIXED-METHOD STUDY IN INDONESIA
The current phenomenon involves consumers being more vocal and polarized in discussing social-political issues. Consumers also expect brands to articulate their values and actively participate by taking a stand on social and political issues. Brand activism is defined as the active engagement of cor...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/80044 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |