Keywords: Brand activism
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Journal Articles
Equality, Diversity and Inclusion: An International Journal (2024) 43 (1): 55–71.
Published: 23 June 2023
... as being consistent and genuine can harm the brand's image. Through a queer theoretical perspective, the authors explore perceptions of LGBTQI+ consumers regarding brand activism. Design/methodology/approach Qualitative research was carried out that involved interviewing Brazilian consumers who...

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