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THE ERA OF “WOKE-WASHING”: HOW CONSUMERS PERCEIVE BRAND ACTIVISM?

Samia Moumade 1 Aurélie Hemonnet-Goujot 1 Pierre Valette-Florence 2
1 CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille
2 CERAG - Centre d'études et de recherches appliquées à la gestion
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https://hal-amu.archives-ouvertes.fr/hal-03179685
Contributor : Samia Moumade <>
Submitted on : Wednesday, March 24, 2021 - 6:18:51 PM
Last modification on : Saturday, March 27, 2021 - 3:18:27 AM

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  • HAL Id : hal-03179685, version 2

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Samia Moumade, Aurélie Hemonnet-Goujot, Pierre Valette-Florence. THE ERA OF “WOKE-WASHING”: HOW CONSUMERS PERCEIVE BRAND ACTIVISM?. 37ème Congrès International de l’Association Française du Marketing, May 2021, Angers, France. ⟨hal-03179685v2⟩

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