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Keywords: Brand activism
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (13): 85–119.
Published: 08 May 2025
..., Eilert and Nappier Cherup (2020) stated that brand activism initiatives can take the form of taking public stances (i.e. external brand activism) or adopting practices to promote the cause within an organisation (i.e. internal brand activism). Scholars suggest that the latter approach may be less risky...
