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How corporate sociopolitical activism in brand communication shapes brand engagement and consumer-based brand equity: the roles of moral intensity, business relatedness, and need for cognition

autor
Das, Manish
Lim, Weng Marc
Hollebeek, Linda Desiree
Verma, Aastha
Majumder, Saurav
Sreen, Naman
Saha, Raiswa
vastutusandmed
Manish Das, Weng Marc Lim, Linda D. Hollebeek, Aastha Verma, Saurav Majumder, Naman Sreen, Raiswa Sahan
allikas
International journal of advertising
kirjastus/väljaandja
ilmumisaasta
leheküljed
44 p
leitav
ISSN
0265-0487
teaduspublikatsioon
teaduspublikatsioon
keel
Inglise
märksõna
võtmesõna
advertising
brand communication
consumer brand engagement
consumer-based brand equity
corporate sociopolitical activism
need for cognition
Das, M., Lim, W. M., Hollebeek, L. D., Verma, A., Majumder, S., Sreen, N., Saha, R. How corporate sociopolitical activism in brand communication shapes brand engagement and consumer-based brand equity: the roles of moral intensity, business relatedness, and need for cognition // International journal of advertising (2026), 44 p. https://doi.org/10.1080/02650487.2026.2679379