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

^*Autore corrispondente per questo lavoro

Middlesex University

Risultato della ricerca: Contributo in libro › Capitolo

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	Inglese
Titolo della pubblicazione ospite	Building corporate identity, image and reputation in the digital era
Editore	Routledge Taylor & Francis Group
Pagine	415-443
Numero di pagine	29
ISBN (stampa)	9781003080572
Stato di pubblicazione	Pubblicato - 2021

All Science Journal Classification (ASJC) codes

Economia, Econometria e Finanza Generali
Business, Management e Contabilità Generali

Keywords

brand activism
clicktivism
coporata branding

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

Abstract

All Science Journal Classification (ASJC) codes

Keywords

Altri file e collegamenti

Fingerprint

Cita questo