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- Title
Lonely Rebel or Pioneer of the Future? Towards an Understanding of Moral Stakeholder Framing of Activist Brands.
- Authors
Stoeckl, Verena E.
- Abstract
The article discusses research that provides a theoretical introduction into crowd funding. Topics covered include the current research perspectives on brand activism and the process of moral legitimation, the social dynamics of branding discourse, and the discursive framing of an activist brand by media as well as by discursive moral coalitions. Also mentioned are the ways in which brand activism mobilizes mediated networks of consumers and brand stakeholders to market the brand with distinct moral positions.
- Subjects
CROWD funding; BRANDING (Marketing); MARKETING ethics research; ACTIVISM; MARKETING research; CONSUMER research; CONSUMER behavior research
- Publication
Advances in Consumer Research, 2014, Vol 42, p371
- ISSN
0098-9258
- Publication type
Article