TY  - CONF

T1  - Theorizing brand activist function: an empirical exploration

JO  - AMA Winter Academic Conference 2024: Unlocking Our Potential

UR  - https://eprints.whiterose.ac.uk/id/eprint/212323

UR  - https://www.ama.org/wp-content/uploads/2024/02/2024-Winter-AMA-Proceedings_Feb-28-2024.pdf

PY  - 2024/03/01

AU  - He J

AU  - Kipnis E

AU  - McLeay F

AU  - Monkhouse L

ED  - Cross S

ED  - Saboo A

PB  - American Marketing Association (AMA)

SN  - 9781713895930

VL  - 35

SP  - 1205

EP  - 1208

Y2  - 2024/12/26

ER  -