KOREASCHOLAR

CAN BRAND ACTIVISM HELP? THE EFFECTS OF FIT AND CONSUMER TRAIT IN REBUILDING BRAND TRUST

Cen Wang, Changyue Song
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442978
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.1041
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
BrandActivismConsumer TraitTrustBrand
Author
  • Cen Wang(Shandong University, China)
  • Changyue Song(National University of Malaysia, Malaysia)