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

• Main Authors: Goh, Eunice Yee Si, Tan, Hui Lei, Yap, Xin Yi, Zhang, Xiaoyan
• 其他作者: Chen Lou
• 格式: Final Year Project
• 語言: English
• 出版: Nanyang Technological University 2022
• 主題: Social sciences::Communication::Audience research; Social sciences::Communication::Communication theories and models
• 在線閱讀: https://hdl.handle.net/10356/155864
• 機構: 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...