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This ASCoR Talk is being given by Dr. Joya Kemper. Dr. Joya Kemper is a lecturer in Marketing at the University of Auckland Business School in New Zealand. She is passionate about social and environmental issues in marketing, and systematic and individual behaviour change. She has published and presented several papers in the area of sustainability and social marketing, including the Journal of Macromarketing, Journal of Marketing Management, Journal of Business Research, Journal of Social Marketing, and Journal of Cleaner Production.

Detail Summary
Datum 27 februari 2020
Tijd 16:00 -17:30
Roeterseilandcampus - building B/C/D (entrance B/C)
Ruimte This lecture will take place in REC C10.20
Organisator Dr. Joya Kemper (University of Auckland Business School, NZ)

Abstract:

Brands involved in socio-political issues: What does brand activism involve and is it seeking positive social change?

Historically brands have not engaged in social and political conversations for fear of potentially alienating customers, but an increasingly ethically aware population, who are now more “woke” than ever before, may both require and drive organizations to speak out on socio-political issues. We examine brand activism as an emerging marketing strategy. We conceptualize brand activism as comprising two strategic dimensions (the firm’s activist messaging and the firm’s prosocial behaviour) and argue that the firm’s alignment (or misalignment) of activist messaging with supportive prosocial corporate practices is critical to the ethicality and success of brand activism. However, as brands engage in more corporate social activism, motives underpinning this activity are increasingly scrutinized as well as its ethical implications.

Roeterseilandcampus - building B/C/D (entrance B/C)

Ruimte This lecture will take place in REC C10.20

Nieuwe Achtergracht 166
1018 WV Amsterdam

Please register via:

K.H.Hair@uva.nl