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Authenticity and belief congruence: evaluating consumer responses to confrontational and nonconfrontational brand activism
16 references·1 citing·37 second hop
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References

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  • 2015The Generalizability of Survey Experiments1,248 cited
  • 2020Brands Taking a Stand: Authentic Brand Activism or Woke Washing?827 cited
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    • 2026Driving Sustainable Consumption in the Digital Age: Perceived Authenticity in Brand Activism, Consumer Trust, and Behavioral Intentions5 cited