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Brand aid: shopping well to save the world

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Historical and Contemporary Political Dynamics Consumer Behavior in Brand Consumption and Identification Innovation and Socioeconomic Development

Abstract

A critical account of the rise of celebrity-driven “compassionate consumption” Cofounded by the rock star Bono in 2006, Product RED exemplifies a new trend in celebrity-driven international aid and development, one explicitly linked to commerce, not philanthropy. Brand Aid offers a deeply informed and stinging critique of “compassionate consumption,” arguing that such campaigns advance the expansion of consumption far more than they meet the needs of the people they ostensibly serve.

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