Brand activism: A literature review and future research agenda
Brand activism is a new and fragmented phenomenon that has been attracting growing
attention from scholars. Research on this topic is still at an exploratory stage and in need of …
attention from scholars. Research on this topic is still at an exploratory stage and in need of …
Brand activism as a marketing strategy: an integrative framework and research agenda
This paper offers an integrative conceptual framework to posit brand activism (BA) as an
organisation-driven phenomenon pertaining to the strategic marketing field. It is reasoned …
organisation-driven phenomenon pertaining to the strategic marketing field. It is reasoned …
Greenfluencers as agents of social change: The effectiveness of sponsored messages in driving sustainable consumption
Purpose This study aims to examine the role of message appeals (concrete vs abstract)
posted by greenfluencers in determining their behavioral intention toward the sponsored …
posted by greenfluencers in determining their behavioral intention toward the sponsored …
COVID-19 message fatigue: How does it predict preventive behavioral intentions and what types of information are people tired of hearing about?
This study examines the impact of message fatigue and what makes people fatigued in the
context of the COVID-19 pandemic. Data collected with a Qualtrics panel (N= 744) showed …
context of the COVID-19 pandemic. Data collected with a Qualtrics panel (N= 744) showed …
Explaining purchase intent via expressed reasons to follow an influencer, perceived homophily, and perceived authenticity
H Shoenberger, E Kim - International Journal of Advertising, 2023 - Taylor & Francis
The influencer trend, where people are often paid by brands to use, talk about and otherwise
promote their products on social media has become increasingly popular. This study …
promote their products on social media has become increasingly popular. This study …
[PDF][PDF] Exploring the Multi-Dimensionality of Tourism Destination Brand Story
DW Mandagi, DK Sondakh - African Journal of Hospitality, Tourism …, 2022 - researchgate.net
The present study reconceptualises the brand story based on market-related cues. Utilizing
a mixed-method research design, which involves a qualitative and quantitative approach …
a mixed-method research design, which involves a qualitative and quantitative approach …
[HTML][HTML] The influence of COVID-19 pandemic on consumer–brand relationships: evidence of brand evangelism behaviors
HC Sashittal, AR Jassawalla… - Journal of Brand …, 2022 - pmc.ncbi.nlm.nih.gov
The paper reports findings from a two-stage study of consumer–brand relationships
conducted between April 2021 and June 2021, at a time the COVID-19 pandemic had forced …
conducted between April 2021 and June 2021, at a time the COVID-19 pandemic had forced …
Virtual vs. human influencer: Effects on users' perceptions and brand outcomes
In the recent wave of artificial intelligence-based innovations, Virtual influencers (VIs) are
one of the newest and most promising innovations. Despite their indisputable potential, still …
one of the newest and most promising innovations. Despite their indisputable potential, still …
Do guests care more about hotel cleanliness during COVID-19? Understanding factors associated with cleanliness importance of hotel guests
Purpose Growing health concerns amid the COVID-19 pandemic have led guests to focus
on various aspects of hotel cleanliness. This study aims to investigate whether customers' …
on various aspects of hotel cleanliness. This study aims to investigate whether customers' …
The persuasive effect of humorous prompts on tourists' heritage responsible behaviors
JC Ji, YQ Li, WQ Ruan, SN Zhang, F Deng - Tourism Review, 2024 - emerald.com
Purpose This paper aims to elucidate how humorous prompts affect tourists' heritage
responsible behaviors (THRBs). Design/methodology/approach Three scenario-based …
responsible behaviors (THRBs). Design/methodology/approach Three scenario-based …