Browsing AUT Business School by Author "Kemper, JA"

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Strategic B2B Brand Activism: Building Conscientious Purpose for Social Impact

Kapitan, S; Kemper, JA; Vredenburg, J; Spry, A (Elsevier, 2022)

In the business-to-business (B2B) domain, brand activism is growing as a tool for attending to social problems and achieving brand differentiation. In this paper, we introduce B2B brand activism and conceive it as an ...