Purpose - The paper analyses consumers hostile responses and 'creative re-interpretation of a proactive Corporate Social Responsibility (CSR) brand communication campaign on social media by a leading
Over the past 20 years, ethical brands have risen to prominence. The prevailing discourse implies that this trend has emerged as a result of consumers wanting to make a difference through their
The brand plays the key part in consumer decision-making on products, and it is crucially important to both producer and consumer. The long-term globalization process has significantly influenced
In the context of the implementation of the 2030 Agenda for Sustainable Development, which encompasses the Sustainable Development Goals (SDGs),mainstreaming means the landing of the Agenda at the
Nowadays CSR is very critical concept to businesses in every industry and around the world. It affects almost everything companies do. Companies are spreading to international market more easily,
