Sahanu Jain

Study of Brand Activism on Millennials and Generation Z

Naresh Sachdev, Sumita Chahal & Sahanu Jain · Asian Journal of Economics, Business and Accounting · 2021

This study focuses on the awareness level, the relevance and the impact that brand activism has on the Millennials and Generation Z. The motivation is to contribute to activism that provides value both to the consumers and the brands. The significant areas of activism are being i...