NAVIGATING BRAND ACTIVISM

• Main Author: Sheth, Jagdish N.
• Other Authors: Uslay, Can, 1973-
• Format: Electronic eBook
• Language: English
• Published: ABINGDON : ROUTLEDGE, 2025.
• Subjects: Branding (Marketing) > Social aspects.; Social change.; Social responsibility of business.; elektronické knihy; electronic books
• ISBN: 9781040386132; 104038613X; 9781003593690; 1003593690; 9781040386064; 1040386067; 1032974311; 9781032974316; 1032974400; 9781032974408
• Physical Description: 1 online resource
• Access: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty

In a world where brands are no longer just selling but also taking a stand, Navigating Brand Activism, written by leading thinkers of the marketing world, is your guide to the fascinating, messy, and at times, head-shaking world of brand activism. This groundbreaking book delves into the motivations behind this movement, dissects potential pitfalls, and celebrates triumphs. This book is for anyone who wants to understand: Why some purpose-driven brands are winning hearts, minds, and market share How to differentiate your brand in a crowded marketplace through activism How to spot authentic activism from mere marketing ploys The future of brand activism and its potential to create a better world The potential downsides of brand activism, including political backlash, consumer boycotts, and brand dilution Most importantly, when and when not to engage in brand activism. Whether you're a business leader, a conscious consumer, or simply curious about this evolving landscape, this book will challenge, inspire, and empower you to navigate the world of woke washing and genuine advocacy.