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

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

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

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

Middlesex University

Research output: Chapter in Book/Report/Conference proceeding › Chapter

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 language	English
Title of host publication	Building corporate identity, image and reputation in the digital era
Editors	Dennis C., Foroudi P. Melewar TC.
Pages	415-443
Number of pages	29
Publication status	Published - 2021

Keywords

brand activism
clicktivism
coporata branding

Cite this

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title = "Societal corporate branding and political discourse: Where brand ethics meets with consumers' clicktivism",

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.",

keywords = "brand activism, clicktivism, coporata branding, brand activism, clicktivism, coporata branding",

author = "Gambetti, {Rossella Chiara} and Silvia Biraghi and Melewar, {T. C.} and Beccanulli, {Angela Antonia}",

year = "2021",

language = "English",

isbn = "9781003080572",

pages = "415--443",

editor = "{Melewar TC.}, {Dennis C., Foroudi P.}",

booktitle = "Building corporate identity, image and reputation in the digital era",

}

Societal corporate branding and political discourse: Where brand ethics meets with consumers' clicktivism. / Gambetti, Rossella Chiara ; Biraghi, Silvia; Melewar, T. C. et al.
Building corporate identity, image and reputation in the digital era. ed. / Dennis C., Foroudi P. Melewar TC. 2021. p. 415-443.

Research output: Chapter in Book/Report/Conference proceeding › Chapter

TY - CHAP

T1 - Societal corporate branding and political discourse: Where brand ethics meets with consumers' clicktivism

AU - Gambetti, Rossella Chiara

AU - Biraghi, Silvia

AU - Melewar, T. C.

AU - Beccanulli, Angela Antonia

PY - 2021

Y1 - 2021

N2 - 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.

AB - 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.

KW - brand activism

KW - clicktivism

KW - coporata branding

KW - brand activism

KW - clicktivism

KW - coporata branding

UR - http://hdl.handle.net/10807/190631

M3 - Chapter

SN - 9781003080572

SP - 415

EP - 443

BT - Building corporate identity, image and reputation in the digital era

A2 - Melewar TC., Dennis C., Foroudi P.

ER -

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

Abstract

Keywords

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