Societal corporate branding and political discourse: Where brand ethics meets with consumers' clicktivism

Rossella Chiara Gambetti, Silvia Biraghi, Angela Antonia Beccanulli, T. C. Melewar

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This chapter focuses on how the current humanistic tension of companies to use the corporate brand as an enabler of political discourses and actions that are felt as cogent in the society has become a fundamental embedded dimension of an ethical corporate branding strategy that leverages on consumer clicktivism.
Original languageEnglish
Title of host publicationBuilding corporate identity, image and reputation in the digital era
EditorsDennis C., Foroudi P. Melewar TC.
Pages415-443
Number of pages29
Publication statusPublished - 2021

Keywords

  • coporata branding
  • brand activism
  • clicktivism

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