Jessica Vredenburg

Auckland University of Technology — New Zealand

Business, Management and Accounting · Social Sciences

9h-index895citations34works2.52yr avg
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Research Topics

Consumer Behavior in Brand Consumption and Identification(7), Corporate Social Responsibility Reporting(4), Digital Marketing and Social Media(4), Sports, Gender, and Society(4), Service and Product Innovation(4)

Publications33 total

The Body Shop shouldn’t have failed in an age when consumers want activism from their brands. What happened?
2024
The association between political identity centrality and cancelling proclivity
Acta Psychologica·2024· 5 citedOpen Access
Service mega-disruptions: a conceptual model and research agenda
Journal of Services Marketing·2023· 2 cited
Contemporary Consumption of Brand Activism
2023· 1 citedOpen Access
Employee-to-Customer Improvisation: A Value Creation Strategy for Navigating the Contemporary Consumption Experience
2023Open Access
Athlete Endorsement and the Business of Sports Amid Covid-19
2023· 1 cited
When charities engage in ‘brand activism’, research shows they must demonstrate bravery to attract donations
2023
From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity
Journal of Brand Management·2023· 34 cited
Hygiene theater: an important risk reduction signal for the future of retailing
International Journal of Retail & Distribution Management·2023· 4 cited
Strategic B2B brand activism: Building conscientious purpose for social impact
Industrial Marketing Management·2022· 47 cited
Consumer activism and social movements
2022· 2 cited
Brands can be rewarded for social activism – but they also risk losing customers to apolitical rivals
2022
Athlete–brand relationships in the era of “cancel culture”
2022· 1 cited
Consumers are wise to ‘woke washing’ – but truly ‘transformative branding’ can still make a difference
2021
Transformative Branding: A Dynamic Capability To Challenge The Dominant Social Paradigm
Journal of Macromarketing·2021· 49 cited
Brand activism is moving up the supply chain — corporate accountability or commercial censorship?
2020
Athlete activism or corporate woke washing? Getting it right in the age of Black Lives Matter is a tough game
2020· 2 cited
Brands Taking a Stand: Authentic Brand Activism or Woke Washing?
Journal of Public Policy & Marketing·2020· 626 cited
Coronavirus has turned retail therapy into retail anxiety – keeping customers calm will be key to carrying on
2020· 1 cited
Police Brutality and Running Shoes: Authentic Brand Activism or Woke Washing: An Abstract
Developments in marketing science: proceedings of the Academy of Marketing Science·2020· 2 cited
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Frequent Co-authors

Amanda Spry(15), Sommer Kapitan(9), Joya A. Kemper(8), Zoe Lee(3), Simon J. Bell(3), Rhiannon MacDonnell Mesler(3), Katharine Howie(3), Bernardo Figueiredo(2), Lauren Gurrieri(2), Marilyn Giroux(2), Jennifer Chernishenko(2), Megan Phillips(2), Yüksel Ekinci(1), Davide C. Orazi(1), Max Theilacker(1), Sean Maw(1), Lisa Proctor(1), P. F. Ehlers(1), Mingnan Nancy Shen(1), Harrie Vredenburg(1)