Brand Purpose and ‘Woke’ Branding Campaigns

Julie McColl, Elaine L. Ritch, Jennifer Hamilton

    Research output: Chapter in Book/Report/Conference proceedingChapter

    6 Citations (Scopus)


    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
    Number of pages10
    ISBN (Electronic)9781839095542
    ISBN (Print)9781839095573
    Publication statusPublished - 1 Mar 2021


    • 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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