Brand activism : investigating consumers' perceptions of motivations, authenticity and effectiveness

• Main Authors: Goh, Eunice Yee Si, Tan, Hui Lei, Yap, Xin Yi, Zhang, Xiaoyan
• Other Authors: Chen Lou
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2022
• Subjects: Social sciences::Communication::Audience research; Social sciences::Communication::Communication theories and models
• Online Access: https://hdl.handle.net/10356/155864
• Institution: Nanyang Technological University

Guided by existing brand activism literature, this study investigates the rising phenomenon of brands taking a public stance on controversial issues to advocate for societal changes. Based on one-on-one in-depth interviews with 30 interviewees who have experience or knowledge of brand activism, this...