The Role of Consumer Speech Acts in Brand Activism: A Transformative Advertising Perspective

Judith Fletcher-Browna University of Portsmouth, Portsmouth, United KingdomCorrespondence[email protected]
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Karen Middletona University of Portsmouth, Portsmouth, United KingdomView further author information

Helen Thompson-Whitesidea University of Portsmouth, Portsmouth, United KingdomView further author information

Sarah Turnbulla University of Portsmouth, Portsmouth, United KingdomView further author information

Annamaria Tuanb University of Bologna, Bologna, ItalyView further author information

Linda D. Hollebeekc Sunway Business School, Sunway University, Kuala Lumpur, Malaysia;d Vilnius University, Vilnius, Lithuania;e Tallinn University of Technology, Tallinn, Estonia;f Umea University, Umea, Sweden;g Lund University, Lund, Sweden;h University of Johannesburg, Johannesburg, South AfricaView further author information

The Role of Consumer Speech Acts in Brand Activism: A Transformative Advertising Perspective

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The Role of Consumer Speech Acts in Brand Activism: A Transformative Advertising Perspective

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