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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Bibliographic Details
Main Author: Singapore Management University
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2022
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

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