Woke brand activism authenticity or the lack of it

Published 2021 View Full Article

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Title
Woke brand activism authenticity or the lack of it
Authors
Keywords
Woke, Brand activism, Authenticity, Social movement, Consumer backlash, Brand strategy
Journal
JOURNAL OF BUSINESS RESEARCH
Volume 139, Issue -, Pages 1-12
Publisher
Elsevier BV
Online
2021-09-27
DOI
10.1016/j.jbusres.2021.09.044
References
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