Discussing the perils and promises of brand virtue signaling with Pierre Berthon – Business Horizons interview
From Brian Boucher
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From Brian Boucher
Video Title: – Discussing the perils and promises of brand virtue signaling with Pierre Berthon – Business Horizons interview
Video summary:
Editor-in-Chief Idie Kesner interviews author Pierre Berthon about the latest Business Horizons Marketing & Technology digest, “The virtuous brand: The perils and promises of brand virtue signaling” by Pierre R. Berthon, Sarah T. Lord Ferguson, Leyland F. Pitt, and Emma Wang. In the article, the authors explore the rise in virtue signaling and review prominent examples of brands such as Gillette and Dove that have linked themselves to social movements—some successfully, some unsuccessfully.
Access the full article on ScienceDirect- http://bit.ly/3Ff84qq