Why companies need to be authentic about brand activism
Companies looking to engage in brand activism need to be authentic in their campaign otherwise they run the risk of consumer backlash
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2022
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/pers/638 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1641&context=pers |
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| Institution: | Singapore Management University |
| Language: | English |