Generation Z consumers’ perspective: how and why should (not) brands engage in activism?

@article{antonella2025,
  title        = {{Generation Z consumers’ perspective: how and why should (not) brands engage in activism?}},
  author       = {Antonella Cammarota & Generoso Branca},
  journal      = {Italian Journal of Marketing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1007/s43039-025-00109-x},
}

TY  - JOUR
TI  - Generation Z consumers’ perspective: how and why should (not) brands engage in activism?
AU  - Cammarota, Antonella
AU  - Branca, Generoso
JO  - Italian Journal of Marketing
PY  - 2025
ER  -

Antonella Cammarota & Generoso Branca (2025). Generation Z consumers’ perspective: how and why should (not) brands engage in activism?. *Italian Journal of Marketing*. https://doi.org/https://doi.org/10.1007/s43039-025-00109-x

Antonella Cammarota & Generoso Branca. "Generation Z consumers’ perspective: how and why should (not) brands engage in activism?." *Italian Journal of Marketing* (2025). https://doi.org/https://doi.org/10.1007/s43039-025-00109-x.

Generation Z consumers’ perspective: how and why should (not) brands engage in activism?
Antonella Cammarota & Generoso Branca · Italian Journal of Marketing · 2025
https://doi.org/https://doi.org/10.1007/s43039-025-00109-x