Brand Purpose and ‘Woke’ Branding Campaigns

Julie McColl; Elaine L. Ritch; Jennifer Hamilton

doi:10.1108/978-1-83909-554-220211012

Brand Purpose and ‘Woke’ Branding Campaigns

Julie McColl, Elaine L. Ritch, Jennifer Hamilton

Research output: Chapter in Book/Report/Conference proceeding › Chapter

7 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 language	English
Title of host publication	New Perspectives on Critical Marketing and Consumer Society
Publisher	Emerald Publishing Limited
Pages	145-154
Number of pages	10
ISBN (Electronic)	9781839095542
ISBN (Print)	9781839095573
DOIs	https://doi.org/10.1108/978-1-83909-554-220211012
Publication status	Published - 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)
General Business,Management and Accounting

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1108/978-1-83909-554-220211012

Cite this

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Brand Purpose and ‘Woke’ Branding Campaigns

Abstract

Keywords

ASJC Scopus subject areas

UN SDGs

Access to Document

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Cite this