Review paper
Brand activism change agents: strategic storytelling for impact and authenticity
Abstract
Brands have recently begun to take a brand activism strategy through which they align themselves with a sociopolitical cause to increase their relevance and strengthen customer relationships. This paper brings together three streams of research: narrative transportation theory, narratology, and narrative comprehension, in order to propose how brands can increase their potential to be brand-activism change agents in the context of their...
Paper Details
Title
Brand activism change agents: strategic storytelling for impact and authenticity
Published Date
Aug 19, 2021
Pages
1 - 17
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History