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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