Buy or Boycott - The Impact of Brand Activism: a qualitative study on consumer responses to brand activism as a marketing strategy

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School of Business | Bachelor's thesis
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Date
2023
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
30
Series
Description
Thesis advisor
Shukla, Paurav
Keywords
brand activism, corporate social responsibility, brand authenticity, consumer attitudes
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