Oh Look, Another Woke Brand ! : Brand Legitimacy's Impact on the Consumer-Brand Relationship in Brand Activism Campaigns

Authors

Samia Moumade
Aurélie Hemonnet‐Goujot (ORCID: https://orcid.org/0000-0002-6684-2257)
Pierre Valette-Florence

Publication Details

Journal: SPIRE - Sciences Po Institutional REpository
Published: 2025-05-25
Primary Topic: Consumer Behavior in Brand Consumption and Identification
Type: article
Field-Weighted Citation Impact: 0.00

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article

Oh Look, Another Woke Brand ! : Brand Legitimacy's Impact on the Consumer-Brand Relationship in Brand Activism Campaigns

Samia Moumade, Aurélie Hemonnet‐Goujot, Pierre Valette-Florence

May 25, 2025

SPIRE - Sciences Po Institutional REpository

Consumer Behavior in Brand Consumption and Identification

article

Oh Look, Another Woke Brand ! : Brand Legitimacy's Impact on the Consumer-Brand Relationship in Brand Activism Campaigns

Samia Moumade, Aurélie Hemonnet‐Goujot, Pierre Valette-Florence

May 25, 2025article en

Abstract

No abstract available for this paper.

SPIRE - Sciences Po Institutional REpository

Openalex Percentile: Top 21%

Consumer Behavior in Brand Consumption and Identification

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Oh Look, Another Woke Brand ! : Brand Legitimacy's Impact on the Consumer-Brand Relationship in Brand Activism Campaigns — Samia Moumade, Aurélie Hemonnet‐Goujot, et al. · SPIRE - Sciences Po Institutional REpository (2025) | TGRS Research Map | TGRS