From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity
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DOI: 10.1057/s41262-023-00319-8
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- Lee, Zoe & Faridah Syed Alwi, Sharifah & Gambetti, Rossella, 2024. "The thousand faces of beauty: How credible storytelling unlocks disability representation in inclusive luxury fashion branding," Journal of Business Research, Elsevier, vol. 181(C).
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Keywords
Brand activism; Brand equity; Non-profit branding; Brand bravery; Brand hypocrisy; Virtue signalling;All these keywords.
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