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

Risultato della ricerca: Contributo in libroChapter

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 originaleEnglish
Titolo della pubblicazione ospiteBuilding corporate identity, image and reputation in the digital era
EditorDennis C., Foroudi P. Melewar TC.
Pagine415-443
Numero di pagine29
Stato di pubblicazionePubblicato - 2021

Keywords

  • brand activism
  • clicktivism
  • coporata branding

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