Maier, Erik; Mafael, Alexander - In: Psychology & Marketing 41 (2024) 4, pp. 938-957
A subversive phenomenon is challenging advertisers and brand managers: adbusting, a form of activism that alters existing brand communication (e.g., a billboard ad) to promote social/political issues (e.g., pro-environmental behavior) or denounces the targeted brand (e.g., its labor standards)....