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...
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| Main Author: | |
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/80044 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
