Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Brand activism and millennials: An empirical investigation into the perception of millennials towards brand activism Subject The topic of the resource Boycotting; Brand activism; Brand Equity; Brand management; Buycotting; Millennials Description An account of the resource The reckless pursuit of social, environmental, political and cultural issues and brands may alienate the very customer base, whom they try to impress, especially the millennials. Hence, this study intends to study the perceptions of millennials towards brand activism, so that the findings from the study can help the brand managers to steer their brands into the troubled waters of brand activism. The methodology followed is HTAB (Hypothesize, Test, Action, Business), a popular analysis framework given by Ken Black in his book titled "Business Statistics: Contemporary Decision Making (6th ed.)" A sample comprising of 286 respondents was collected. The final data had 286 observations and 45 features across seven categories. It was found that millennials prefer to buy a brand if it supports a cause or purpose and they stop buying if brand behaves unethically. It was also observed that there is no gender difference amongst the millennials towards their perceptions concerning brand activism. Moreover, millennials across different income categories have similar perceptions of brand activism. It was also substantiated that the emotional tie of the millennials with the brand existing for a cause goes beyond price shifts and brands taking a political stance, cherry-picking of issues and being disruptive prompts and creates profound backlash for the brands. Shivakanth Shetty, Nagendra Belavadi Venkataramaiah, Kerena Anand, 2019. Creator An entity primarily responsible for making the resource Shetty S.; Venkataramaiah N.B.; Anand K. Source A related resource from which the described resource is derived Problems and Perspectives in Management, Vol-17, No. 4, pp. 163-175. Publisher An entity responsible for making the resource available LLC CPC Business Perspectives Date A point or period of time associated with an event in the lifecycle of the resource 2019-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.21511/ppm.17(4).2019.14" target="_blank" rel="noreferrer noopener">https://doi.org/10.21511/ppm.17(4).2019.14</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85077324982&amp;doi=10.21511%2Fppm.17%284%29.2019.14&amp;partnerID=40&amp;md5=40ac12805889a43c3bb34635e746c729" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85077324982&amp;doi=10.21511%2fppm.17%284%29.2019.14&amp;partnerID=40&amp;md5=40ac12805889a43c3bb34635e746c729</a> Rights Information about rights held in and over the resource All Open Access; Gold Open Access Relation A related resource ISSN: 17277051 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Shetty S., Institute of Management, Christ University, Bangalore, India; Venkataramaiah N.B., Institute of Management, Christ University, Bangalore, India; Anand K., Institute of Management, Christ University, Bangalore, India