Navigating Brand Activism

Jag Sheth (u. a.)

ISBN 10: 1032974400 / ISBN 13: 9781032974408

Published by Routledge, 2025

About this Item

Navigating Brand Activism | Jag Sheth (u. a.) | Taschenbuch | Einband - flex.(Paperback) | Englisch | 2025 | Routledge | EAN 9781032974408 | Verantwortliche Person für die EU: Taylor & Francis Verlag GmbH, Kaufingerstr. 24, 80331 München, gpsr[at]taylorandfrancis[dot]com | Anbieter: preigu.

Seller Inventory # 133619074

Bibliographic Details

• Title: Navigating Brand Activism
• Publisher: Routledge
• Publication Date: 2025
• Language: English
• ISBN 10: 1032974400
• ISBN 13: 9781032974408
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 234W x 156H x 18D millimeters 234 millimeters width by 156 millimeters height by 18 millimeters depth
• Weight: 494 grams
• Seller catalogs:
  • Bücher

About this title

Synopsis

In a world where brands are no longer just selling but also taking a stand, Navigating Brand Activism, written by leading thinkers of the marketing world, is your guide to the fascinating, messy, and at times, head-shaking world of brand activism. This groundbreaking book delves into the motivations behind this movement, dissects potential pitfalls, and celebrates triumphs. This book is for anyone who wants to understand:

• Why some purpose-driven brands are winning hearts, minds, and market share
• How to differentiate your brand in a crowded marketplace through activism
• How to spot authentic activism from mere marketing ploys
• The future of brand activism and its potential to create a better world
• The potential downsides of brand activism, including political backlash, consumer boycotts, and brand dilution
• Most importantly, when and when not to engage in brand activism.

Whether you’re a business leader, a conscious consumer, or simply curious about this evolving landscape, this book will challenge, inspire, and empower you to navigate the world of woke washing and genuine advocacy.

About the Author

Jag Sheth, Charles H. Kellstadt Professor of Marketing at Goizueta Business School at Emory University, is a globally recognized marketing luminary. With over 350 publications, he is the recipient of all four top awards from the American Marketing Association (AMA), and the Padma Bhushan (2020), the highest civilian honor bestowed by the Government of India. He has also served as an advisor to numerous corporations and governments worldwide.

Can Uslay is Professor of Marketing and Director of the Center for Marketing Advantage, Advancement, and Action at Rutgers Business School. He is a recipient of the Chancellor's Award, WDI Global Case Writing Competition Award, Scudder Award, MAACBA Teaching Innovation Award, AMA EMSIG Hills Best Paper and Abdul Ali Promising Research Awards, and several Dean's awards for outstanding scholarship, teaching, and service.