Construct · 1 fields · 1 citations

brand activism: a standalone construct

One name. One construct. A landmark on the map.

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Marketing

brands taking public stands on sociopolitical issues, authentic when backed by practice and otherwise seen as woke washing.

In marketing, brand activism refers to brands taking public stands on sociopolitical issues, authentic when backed by practice and otherwise seen as woke washing. This meaning comes from Vredenburg (2020) in Journal of Public Policy & Marketing.[1]

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Nearby constructs

policy2 fields · 4 citationsjingle · one word, two constructs practice3 fields · 4 citationsjingle · one word, three constructs

References

Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands Taking a Stand: Authentic Brand Activism or Woke Washing? Journal of Public Policy & Marketing, 39(4), 444-460. https://doi.org/10.1177/0743915620947359

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