Preachy commercials do not go down well when big brands are suspected of disingenuous motives and virtue signalling.
Academic rigor, journalistic flair
Articles on Brand authenticity
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The history of whiskey is one of perception, not necessarily quality.
Gillette recently made headlines with their controversial campaign against toxic masculinity, but other brands appear to be better at taking action.
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Senior Lecturer (Assistant Professor) of Marketing, Auckland University of Technology
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Senior Lecturer in Marketing, University of Canterbury
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Senior Lecturer of Marketing, RMIT University
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Senior Lecturer in Marketing, Auckland University of Technology
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Assistant Professor of Entrepreneurship, University of Southern California
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Senior Lecturer in Finance, Royal Holloway University of London
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Senior Lecturer in Marketing, School of Business and Management Marketing, Royal Holloway University of London
