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Master Thesis

Brands taking a stand: influence of brand activism on consumer behavior

Abstract : Brands are increasingly pressured into taking stands on important issues brewing in society and voice their opinions on the matter. Neutrality is no longer an option. When brands engage in this process, it is called brand activism. The subject of brand activism is sorely understudied in academia, thus this research seeks to analyze the influence of brand activism on consumer behavior, following two potential routes of consumer responses to brand activism, positive and negative. The purpose of this study is to discover the characteristics of the consumer-brand relationship between consumers and activist brands, thus contributing to the research field of brand activism. Moreover, our research provides different paths for consumers’ responses to brand activism and seeks to investigate the concept deeper through the adoption of a mixed-method approach.
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Master Thesis
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Submitted on : Friday, March 19, 2021 - 10:56:11 AM
Last modification on : Tuesday, April 6, 2021 - 3:23:33 AM


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  • HAL Id : dumas-03003041, version 1


Samia Moumade. Brands taking a stand: influence of brand activism on consumer behavior. Business administration. 2020. ⟨dumas-03003041⟩



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