Speaking up in brand activism: the impact of perceived brand legitimacy on consumer behavior

Samia Moumade, Hemonnet-Goujot Aurélie and Rita Valette-Florence ()
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Samia Moumade: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Rita Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique, CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes

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Date: 2023-01-01
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Published in 24th World Marketing Congress (WMC), Jan 2023, Canterbury, Royaume-Uni

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