The impact of brand activism on brand image : the mediating role of perceived brand authenticity and the effect of celebrity and non-celebrity endorsements
Nowadays, consumers expect brands to be more involved in social matters, which has led in recent years to several global brands taking stands on major socio-political issues. Brand Activism is an increasingly popular topic that has become a part of brands’ marketing strategies. Due to the highly con...
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| Format: | masterThesis |
| Language: | eng |
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2022
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| Online Access: | http://hdl.handle.net/10400.14/38909 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/38909 |