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Bridging the Credibility Gap in Brand Activism
Manage episode 430613819 series 3530127
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We are excited to announce our latest podcast episode featuring an in-depth discussion with Tyler Milfeld from Villanova University and Eric Haley from the University of Tennessee, Knoxville! These esteemed researchers have co-authored an intriguing study titled "Purpose Advertising and the Credibility Gap: How Consumers Respond to Established Versus Emergent Brand Activist Messaging."
In this episode Tyler and Eric share their groundbreaking findings and offer practical insights for brands looking to navigate the complex landscape of purpose-driven advertising. We learn more about:
- The impact of brand activism on consumer attitudes and purchase intentions.
- Differences in consumer responses to established activist brands (like Nike and Patagonia) versus emergent activist brands.
- The role of personal issue knowledge in moderating these effects.
Listen to the podcast:
https://www.buzzsprout.com/2250188
Or watch it on on YouTube:
https://youtu.be/d7gdoMntYxk
And read the full article here:
https://www.journalofadvertisingresearch.com/content/64/2/175
#Podcast #BrandActivism #MarketingResearch #PurposeAdvertising #ConsumerBehavior #BrandStrategy
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