New England College of Business and Finance Computer Science Questions

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What is brand purpose and why is it important to consumers? How do consumers respond when purpose is ‘faked’, as happens with so-called “green-washing” and “woke-washing”? Why are some marketers advocating that firms transition away from brand purpose and toward brand activism, and how can firms successfully make this transition? To help facilitate a discussion of these core issues, please read the assigned readings for class, watch the assigned video excerpt, and respond to the questions below

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