Is Brand Activism the New Normal? Scale Development and Application

Serin and Sinha's research contributes to the marketing and branding literature by presenting novel findings and discussing their associated managerial implications. First, their research makes a significant theoretical contribution by developing and validating a brand activism scale. Developin...

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Bibliographic Details
Main Authors: Serin, Nuket, Sinha, Jayati
Format: Conference Proceeding
Language:English
Subjects:
Brands
Consumers
Marketing
Racial discrimination
Online Access:Get full text
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Summary:Serin and Sinha's research contributes to the marketing and branding literature by presenting novel findings and discussing their associated managerial implications. First, their research makes a significant theoretical contribution by developing and validating a brand activism scale. Developing such a valuable tool to measure the perception of brand activism offers a significant contribution to branding literature. Moreover, brand managers may derive benefit from this research as it will help advance their understanding of brand activism and thus foster more satisfactory consumer-brand relationships. Additionally, from a public-policy perspective, their research may help people from a minority group, and those who suffer from racial inequality or social injustice can feel support from society, leading to increased life satisfaction and wellbeing.
ISSN:0098-9258