Brand Purpose and ‘Woke’ Branding Campaigns

Julie McColl, Elaine L. Ritch, Jennifer Hamilton

    Research output: Chapter in Book/Report/Conference proceedingChapter

    6 Citations (Scopus)

    Abstract

    By the end of this chapter, you should be able to demonstrate an understanding of: • The concept of brand purpose and ‘woke’ brand campaigns. • The theoretical underpinning of brand purpose. • Generation Z response to brand purpose and woke branding campaigns.

    Original languageEnglish
    Title of host publicationNew Perspectives on Critical Marketing and Consumer Society
    PublisherEmerald Publishing Limited
    Pages145-154
    Number of pages10
    ISBN (Electronic)9781839095542
    ISBN (Print)9781839095573
    DOIs
    Publication statusPublished - 1 Mar 2021

    Keywords

    • brand activism
    • Brand purpose
    • consumer ethics
    • corporate branding
    • corporate social responsibility
    • woke branding

    ASJC Scopus subject areas

    • Economics, Econometrics and Finance(all)
    • Business, Management and Accounting(all)

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