Why companies need to be authentic about brand activism

• المؤلف الرئيسي: Singapore Management University
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2022
• الموضوعات: branding; marketing; brand activism; Marketing
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/pers/638; https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1641&context=pers

Companies looking to engage in brand activism need to be authentic in their campaign otherwise they run the risk of consumer backlash