Courtney B Peters
Biographic Data
| ID | 9506816 |
|---|---|
| NAME | Courtney B Peters |
| GIVEN NAMES | Courtney B |
| FAMILY NAME | Peters |
| SIGNATURE | PETERS C B |
| AFFILIATIONS | Samford University |
| ORCID | 0000-0001-7113-8961 |
| VERIFIED | Yes |
| TOTAL WORKS | 1 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 1 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2025 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 0 |
Fueling or Suppressing Brand Activism Backlash
Brand activism, a common form of purpose advertising, often incites consumer backlash. Many brands respond by retracting their positions to suppress the negative wave, and this research investigates the effectiveness of the retraction message strategy. Adapting crisis communication literature to this context, this research develops an Accommodative-Defensive message-type framework and compares retraction to three other message types: responsibili…
No prominent works on this page.
Fueling or Suppressing Brand Activism Backlash
Brand activism, a common form of purpose advertising, often incites consumer backlash. Many brands respond by retracting their positions to suppress the negative wave, and this research investigates the effectiveness of the retraction message strategy. Adapting crisis communication literature to this context, this research develops an Accommodative-Defensive message-type framework and compares retraction to three other message types: responsibili…
Advertising (1 work) · Backlash (1 work) · Business (1 work) · Computer Science (1 work) · Digital Marketing and Social Media (1 work) · Hypocrisy (1 work) · Marketing (1 work) · Marketing (1 work) · Opinion Dynamics and Social Influence (1 work) · Political science (1 work)