消费者如何应对品牌激进主义活动？探索真实性、品牌价值一致性、品牌认同和政治意识形态之间的关系

Q1 Business, Management and Accounting

Journal of Global Marketing Pub Date : 2024-06-20 DOI:10.1080/08911762.2024.2368467

Mario D’Arco, Antonella Cammarota, Vittoria Marino, Riccardo Resciniti

引用次数: 0

摘要

这项研究的重点是全球营销背景下的品牌行动主义活动。它探讨了消费者如何判断品牌行动主义的真实性。在意大利进行了一项在线调查。数据是通过...

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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How Do Consumers Respond to Brand Activism Campaigns? Exploring the Relationship Between Authenticity, Brand Value Congruence, Brand Identification, and Political Ideology

This research focused on brand activism campaigns in a global marketing context. It explored how consumers judge a brand’s activism authenticity. An online survey was conducted in Italy. Data were ...

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来源期刊

Journal of Global Marketing Business, Management and Accounting-Business and International Management

CiteScore

6.80

自引率

0.00%

发文量

期刊介绍： Stay current on cross-cultural marketing at both micro and macro levels! The Journal of Global Marketing is the top-notch journal packed with the latest global marketing planning and programming strategies, current information, and contemporary research findings on marketing challenges and opportunities that firms, industries, and public sector agencies encounter worldwide. The expert contributors to the journal include leading marketing and international business scholars, practitioners, and policymakers who provide up-to-date practical information vital for management and administrative professionals.