Jumping on the bandwagon? : an explorative study on how female Gen Z consumers perceive global brands’ engagement in activism, and how their perception influences their brand loyalty
Brands’ engagement in activism is increasing as consumers expect more of brands, especially the younger generations. However, brands have different intentions behind their engagement in activism. The purpose of this thesis is to explore female Gen Z consumers’ perception of global brands’ engagement...
| Main Authors: | , |
|---|---|
| Format: | Others |
| Language: | English |
| Published: |
Högskolan Kristianstad, Fakulteten för ekonomi
2021
|
| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-22167 |