TY - CONF T1 - Theorizing brand activist function: an empirical exploration JO - AMA Winter Academic Conference 2024: Unlocking Our Potential UR - https://eprints.whiterose.ac.uk/id/eprint/212323 UR - https://www.ama.org/wp-content/uploads/2024/02/2024-Winter-AMA-Proceedings_Feb-28-2024.pdf PY - 2024/03/01 AU - He J AU - Kipnis E AU - McLeay F AU - Monkhouse L ED - Cross S ED - Saboo A PB - American Marketing Association (AMA) SN - 9781713895930 VL - 35 SP - 1205 EP - 1208 Y2 - 2025/03/13 ER -