The Authentic Activist: Examining the antecedents of the perceived authenticity of brand activism
Purpose: The study aimed to investigate which antecedents affect consumers’ perception of the authenticity of brand activism. Methodology: The study followed a deductive approach. Thereby, hypotheses derived from the theory were quantitatively tested using structural equation modelling based on data collected from 305 participants in a web-based survey. Theory: The study was based on the idea th
