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.
|Title of host publication||Building corporate identity, image and reputation in the digital era|
|Editors||Dennis C., Foroudi P. Melewar TC.|
|Number of pages||29|
|Publication status||Published - 2021|
- coporata branding
- brand activism