Financial brands taking a stand: Exploring the impact of advertised social activism on a brand's image in the financial services sector
The purpose of this research paper is to explore the perceptions of advertised social activism and its impact on a financial services sector brand's image. The study is of a qualitative and inductive nature based on literature review along with findings of 12 semi-structured interviews. This paper's findings suggest that a favourable impact of advertised social activism on consumer percept
