Brand Purpose and ‘Woke’ Branding Campaigns
New Perspectives on Critical Marketing and Consumer Society
ISBN: 978-1-83909-557-3, eISBN: 978-1-83909-554-2
Publication date: 1 March 2021
Abstract
By the end of this chapter, you should be able to demonstrate an understanding of:
The concept of brand purpose and ‘woke’ brand campaigns.
The theoretical underpinning of brand purpose.
Generation Z response to brand purpose and woke branding campaigns.
Keywords
Citation
McColl, J., Ritch, E.L. and Hamilton, J. (2021), "Brand Purpose and ‘Woke’ Branding Campaigns", Ritch, E.L. and McColl, J. (Ed.) New Perspectives on Critical Marketing and Consumer Society, Emerald Publishing Limited, Leeds, pp. 145-154. https://doi.org/10.1108/978-1-83909-554-220211012
Publisher
:Emerald Publishing Limited
Copyright © 2021 Emerald Publishing Limited