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.
Lingua originale | English |
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Titolo della pubblicazione ospite | Building corporate identity, image and reputation in the digital era |
Editor | Dennis C., Foroudi P. Melewar TC. |
Pagine | 415-443 |
Numero di pagine | 29 |
Stato di pubblicazione | Pubblicato - 2021 |
Keywords
- brand activism
- clicktivism
- coporata branding