Dr Jessica Vredenburg

🇨🇦 in 🇳🇿 married to an 🇮🇹• Senior Marketing Lecturer at Auckland University of Technology • Brand Activism, Sport Marketing & Services researcher

[Dr Jessica Vredenburg @drjvredenburg]

So you’re a #marketing expert- but how good are you at ‘marketing’ yourself? If you’re heading to @ama_journals virtual #AMAsummer conference come along to my talk on academic #branding & research #promotion where I’ll discuss some key ways to get wider #exposure for your work 👀

[AMA Journals @ama_journals]

Coming up at Virtual #AMASummer: Senior Marketing Lecturer @drjvredenburg will host a workshop on #research promotion. Be sure to attend this exciting session for tips on how your work can get more attention!

Learn more about the event: https://t.co/IKDga3NIDl

#academicresearch

[Dr Jessica Vredenburg @drjvredenburg]

‘Brands Taking a Stand: Authentic Brand Activism or Woke Washing’ https://t.co/OXcs0XKg9i

[Dr Jessica Vredenburg @drjvredenburg]

When did #woke become an insult?

Based on my #brandactivism & #wokewashing work published in @AMA_JPPM cited in this @mitsmr article, I agree that just because the word woke is now used as a weapon in #culturewars brands shouldn’t shy away from addressing #societalinjustices.

[AMA Journals @ama_journals]

This @mitsmr piece discusses the term #woke and provides tips for business leaders to address inequity. It draws on a Journal of Public Policy & Marketing study showing that brands' image suffers when succumbing to "woke washing."

@drjvredenburg #wokeness
https://t.co/oRw0OF49FM

[Dr Jessica Vredenburg @drjvredenburg]

Ever heard of #hygienetheater? Neither had we until we became interested in how #retailers could signal a level of hygiene and thus relative “safety” in their #stores during #Covid19. Read our recently published #research on this topic here: https://t.co/nnqrdfOgIk @autresearch

[Dr Jessica Vredenburg @drjvredenburg]

Before #JacindaArdern announced her #resignation, we were all talking about the #eggshortage in NZ. Here’s a commentary I did for @NZStuff on the #psychology of #panicbuying: https://t.co/jVqof5Lref. Regaining #control, #fomo and principles of #scarcity are contributing factors.

[Dr Jessica Vredenburg @drjvredenburg]

@mattjohnsonisme @ama_journals Thanks Matt! That’s so great to hear. Look forward to reading the new book 📖

[Dr Jessica Vredenburg @drjvredenburg]

Our 2020 paper “#Brands Taking a Stand: Authentic #BrandActivism or #WokeWashing” (https://t.co/7KjOob3epH) published in the Journal of Public Policy & Marketing just hit a milestone 300 citations! It still holds top spot for most cited and most read article @ama_journals

[Dr Jessica Vredenburg @drjvredenburg]

Let’s put our heads together to think critically about the future of #brandactivism. If you have ideas on The Rise of Brand Activism: A Critical Perspective on the Power of Brands, please submit to our Track 1.14 at the 2023 @TcrAcr conference: https://t.co/SGZFV09lUc

[Dr Jessica Vredenburg @drjvredenburg]

What do UK publisher @panmacmillan, NZ online retailer @MightyApe and American hotel brand @motel6 have in common? They’ve all exercised #B2B #brandactivism. Read more on this social impact strategy in our recent paper published in Industrial Mktg Mgmt https://t.co/2ioAS1TEZf

[The Conversation - Australia + New Zealand @ConversationEDU]

Companies are increasingly taking a stand on social and political issues, but they risk alienating customers in the process.

Are other brands learning how to benefit from the backlash?

@AUTuni @drjvredenburg @Rhiannon @SouthernMiss @uLethbridge
https://t.co/NIVntpWyrz

[Aus Business Deans @BusinessDeans]

Brands can be rewarded for social activism – but they also risk losing customers to apolitical rivals https://t.co/CqTEZHVbDD @ConversationEDU @drjvredenburg @rhiannon #CSR #corporateactivism #brandactivism #socialimpact

[The Conversation - Australia + New Zealand @ConversationEDU]

Companies are increasingly taking a stand on social and political issues, but they risk alienating customers in the process.

Are other brands learning how to benefit from the backlash?

@AUTuni @drjvredenburg @Rhiannon @SouthernMiss @uLethbridge
https://t.co/3uva9D8vRE

[Dr Jessica Vredenburg @drjvredenburg]

Thanks @MacFinlay and @def0064 for the stellar editing work ✍🏻

[Dr Jessica Vredenburg @drjvredenburg]

“You’ve lost a #loyal #customer from taking that #stand!” So where do offended #free_agent customers go? And can rival #bystander_brands benefit from severed #loyalty? We investigate. KHowie @Rhiannon @ConversationEDU @AUTuni @SouthernMiss @uLethbridge https://t.co/R9eAJJesGl

[Dr Jessica Vredenburg @drjvredenburg]

Read more on #brandactivism here: https://t.co/Uy4pfTjNkt

[Dr Jessica Vredenburg @drjvredenburg]

Consumers are wise to #wokewashing but truly #transformative #branding can still make a difference. @ConversationEDU discusses the findings of our new article: “Transformative Branding: A Dynamic Capability to Challenge the Dominant Social Paradigm” in @JMacromarketing @AUTuni

[Dr Jessica Vredenburg @drjvredenburg]

Hot off the press! Our new research on #TransformativeBranding published in @JMacromarketing: https://t.co/22O0xuN6qx

[Dr Amanda Spry @dramandaspry]

New article in @JMacromarketing - 'Transformative Branding: A Dynamic Capability to Challenge the Dominant Social Paradigm'
#Brands have a chequered past w society.
We ask: how can #branding shoulder meaningful responsibility for market & social change?
https://t.co/arNvY97SMb

[Dr Jessica Vredenburg @drjvredenburg]

Our paper #Brands taking a stand: Authentic #BrandActivism or #WokeWashing is now the most cited article in the Journal of Public Policy & Marketing (@AMA_JPPM). Has held the top spot for most read, top trending and now most cited! Article here: https://t.co/7GHsuZZQGe

@AUTuni

[Dr Jessica Vredenburg @drjvredenburg]

@def0064 I’m so sorry