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Branded activism: Navigating the tension between culture and market in social media · Study

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ArticleBranded activism: Navigating the tension between culture and market in social media

Rossella Chiara Gambetti2022

Article2022

Branded activism: Navigating the tension between culture and market in social media

Rossella Chiara Gambetti · Silvia Biraghi

39 citations·0/0 files stored·Futures

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

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Citations in this library

Stored only when both papers are in the corpus — 39 citations exist upstream.

References

2001Brand Community 2011Consumer engagement in a virtual brand community: An exploratory analysis 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods 2009How Brand Community Practices Create Value 2002Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding 2005Corporate Citizenship: Toward an Extended Theoretical Conceptualization 2005How brands become icons: the principles of cultural branding 2006Validity in qualitative research revisited

Cited by

2024The thousand faces of beauty: How credible storytelling unlocks disability representation in inclusive luxury fashion branding 2025Brand activism in the era of permacrisis: systematic literature review and future research agenda 2024Is woke advertising necessarily woke-washing? How woke advertising and (mis)aligned corporate practices influence perceived woke-washing

Details

Year2022

Typearticle

Published2022-12-15

VenueFutures

ISSN-L0016-3287

Languageen

Citations39

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

Identifiers

doi10.1016/j.futures.2022.103080

openalex_workW4311512787

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