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Journal Articles
Do brand allyship efforts in the black American community require financial investment?
Available to Purchase
Journal of Product & Brand Management (2025) 34 (4): 562–574.
Published: 11 March 2025
...Roland L. Leak; Kimberly R. McNeil; George W. Stone; Ronda G. Henderson Purpose This study aims to investigate factors affecting consumers’ perceptions of brand allyship activities given the presence or absence of corresponding community investment. Using the black American community...
Includes: Supplementary data
