@inproceedings{inproceedings, title = {{Theorizing brand activist function: an empirical exploration}}, publisher = {{American Marketing Association (AMA)}}, url = {{https://eprints.whiterose.ac.uk/id/eprint/212323 https://www.ama.org/wp-content/uploads/2024/02/2024-Winter-AMA-Proceedings_Feb-28-2024.pdf }}, year = {{2024}}, month = {{3}}, author = {{He J and Kipnis E and McLeay F and Monkhouse L}}, isbn = {{9781713895930}}, volume = {{35}}, journal = {{AMA Winter Academic Conference 2024: Unlocking Our Potential}}, pages = {{1205-1208}}, note = {{Accessed on 2025/06/30}}}