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

Samia Moumade 1, 2 Aurélie Hemonnet-Goujot 1, 2 Pierre Valette-Florence 3, 4
1 CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille
2 AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence
3 CERAG - Centre d'études et de recherches appliquées à la gestion
4 UGA INP IAE - Grenoble Institut d'Administration des Entreprises
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Conference papers
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https://hal-amu.archives-ouvertes.fr/hal-03179685
Contributor : Samia Moumade Connect in order to contact the contributor
Submitted on : Wednesday, March 24, 2021 - 6:18:51 PM
Last modification on : Wednesday, June 16, 2021 - 3:01:28 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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