Using provocative PR and promotional communication to leverage a vegan activist brand: An exploratory study of Mr. Charlie’s communicative strategies
An increasingly competitive market, as well as transforming consumer expectations, have considerably altered the socio-economic landscape in which contemporary profit-making organizations operate. As a result, it is more difficult than ever to establish a successful and distinct brand, whilst adhering to fast-changing customer demands – especially when consumers bank on brands to fulfil a higher p
