Activism is a well-infused strategy in brand management that has revolutionized the role of companies in civil society. The objective of this paper is to understand whether brand activism can be adapted or standardized in diTerent countries following the logic of internationalization strategies. This appears to be the first research that looks at activist strategy from an international perspective providing new insights that can contribute to the construction of authentic brand activism.
International brand activism: Should the activist strategy be adapted or standardized in the different countries?
Avallone F.
;Cammarota A.;Marino V.;Resciniti R.
2024-01-01
Abstract
Activism is a well-infused strategy in brand management that has revolutionized the role of companies in civil society. The objective of this paper is to understand whether brand activism can be adapted or standardized in diTerent countries following the logic of internationalization strategies. This appears to be the first research that looks at activist strategy from an international perspective providing new insights that can contribute to the construction of authentic brand activism.File in questo prodotto:
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