@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 2024/12/22}}}