Navigating brand activism / Jag Sheth and Can Uslay.
| Author/creator | Sheth, Jagdish N. |
| Other author | Uslay, Can, 1973 |
| Format | Electronic |
| Publication Info | London ; New York : Routledge, Taylor & Francis Group, 2026. |
| Description | xix, 303 pages ; 25 cm |
| Supplemental Content | Full text available from eBooks on EBSCOhost |
| Subjects |
| Contents | Introduction: A Brand Activist's Tale of Shoes vs. Beverages -- Five Rings of Brand Activism -- AI-Powered Analysis: Pepsi and the States of America -- To Activate or Not to Activate, That is the Question -- A Brief History of Brand Activism -- Mis(c)Activism! -- Pull, Push, Doctrine, Manifesto -- Sheth-Uslay Brand Activism Alignment Matrix -- The Hierarchy of Needs and the S-Curve of Activism -- Lessons for Mainstream Brands -- Lessons for Niche Brands -- Lessons for Person(al) Brands -- The Augmented Activism Alignment Matrix -- Around the World in Eighty Cases -- Conclusion: A Doctrine for Brand Activism. |
| Abstract | "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 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"-- Provided by publisher. |
| Bibliography note | Includes bibliographical references and index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 2025004727 |
| ISBN | 9781032974316 hardback |
| ISBN | 9781032974408 paperback |
| ISBN | ebook |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |