Navigating Authenticity: A Study on Brand Activism’s Influence on Consumer Responses and Role of Emotional Brand Attachment and Brand Passion
(2023)
Conference Proceeding
Cheung, M. (in press). Navigating Authenticity: A Study on Brand Activism’s Influence on Consumer Responses and Role of Emotional Brand Attachment and Brand Passion.
This study is based on Vredenburg et al. (2020)’s typology of brand activism to propose that authentic brand activism can be directly and indirectly explain for consumer’s responses through emotional brand attachment and brand passion. Moreover, empa... Read More about Navigating Authenticity: A Study on Brand Activism’s Influence on Consumer Responses and Role of Emotional Brand Attachment and Brand Passion.