| Celebrity endorsement, brand credibility and brand equity A Spry, R Pappu, T Bettina Cornwell European Journal of Marketing 45 (6), 882-909, 2011 | 1546 | 2011 |
| Brands Taking a Stand: Authentic Brand Activism or Woke Washing? J Vredenburg, S Kapitan, A Spry, JA Kemper Journal of Public Policy & Marketing 39 (4), 444-460, 2020 | 1243 | 2020 |
| Woke Washing: What Happens When Marketing Communications Don't Match Corporate Practice J Vredenburg, S Kapitan, A Spry, J Kemper The Conversation, 2018 | 81 | 2018 |
| Transformative Branding: A Dynamic Capability to Challenge the Dominant Social Paradigm A Spry, B Figueiredo, L Gurrieri, JA Kemper, J Vredenburg Journal of Macromarketing, 2021 | 71 | 2021 |
| Strategic B2B brand activism: Building conscientious purpose for social impact S Kapitan, JA Kemper, J Vredenburg, A Spry Industrial Marketing Management 107, 14-28, 2022 | 69 | 2022 |
| A multi-stakeholder IMC framework for networked brand identity DC Orazi, A Spry, MN Theilacker, J Vredenburg European Journal of Marketing 51 (3), 551-571, 2017 | 61 | 2017 |
| From warmth to warrior: Impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity Z Lee, A Spry, Y Ekinci, J Vredenburg Journal of Brand Management 31 (2), 193-211, 2024 | 51 | 2024 |
| The role of corporate versus product brand dominance in brand portfolio overlap: A Pitch A Wallin, A Spry Journal of Accounting and Management Information Systems 15 (2), 434-439, 2016 | 30 | 2016 |
| Brand purpose: a literature review and BEING implementation framework C France, CF Gonzalez-Arcos, AM O’Rourke, A Spry, B Bruce Journal of Product & Brand Management 33 (7), 929-945, 2024 | 12 | 2024 |
| Digital Brand Activism and Collective Action: Mapping Challenges and Strategies K Kumar, A Spry, B Figueiredo, M Makkar, L Gurrieri Journal of Interactive Advertising 25 (1), 85-101, 2025 | 7 | 2025 |
| Athlete activism or corporate woke washing? Getting it right in the age of Black Lives Matter is a tough game J Vredenburg, A Spry, J Kemper, S Kapitan The Conversation, 2020 | 6 | 2020 |
| Brand activism is moving up the supply chain—corporate accountability or commercial censorship? S Kapitan, A Spry, J Vredenburg, J Kemper The Conversation, 2020 | 5 | 2020 |
| Consumer activism and social movements J Vredenburg, A Spry The Routledge Companion to Marketing and Society, 109-123, 2022 | 4 | 2022 |
| Police Brutality and Running Shoes: Authentic Brand Activism or Woke Washing: An Abstract J Vredenburg, S Kapitan, A Spry, J Kemper Academy of Marketing Science Annual Conference, 623-624, 2019 | 4 | 2019 |
| Post Gillette: other brands are better at matching practice with talk, but don’t get the publicity J Vredenburg, S Kapitan, A Spry, J Kemper The Conversation, 2019 | 4 | 2019 |
| Gen Z supports sustainability-and fuels ultra-fast fashion. How does that work? M Makkar, A Spry Journal of the Home Economics Institute of Australia 28 (2), 15-16, 2024 | 2 | 2024 |
| Consumers Are Wise to ‘Woke Washing’-but Truly ‘Transformative Branding’Can Still Make a Difference A Spry, B Figueiredo, J Vredenburg, J Kemper, L Gurrieri The Conversation, 2021 | 2 | 2021 |
| The Body Shop shouldn't have failed in an age when consumers want activism from their brands. What happened? Z Lee, A Spry, J Vredenburg The Conversation, 2024 | 1 | 2024 |
| Brand Portfolio Architecture and Firm Performance: The Moderating Impact of Generic Strategy A Spry, BA Lukas Looking Forward, Looking Back: Drawing on the Past to Shape the Future of …, 2016 | 1 | 2016 |
| When charities engage in'brand activism', research shows they must demonstrate bravery to attract donations Z Lee, A Spry, J Vredenburg The Conversation 2023 (12 Jul), 2023 | | 2023 |
Jessica VredenburgSenior Lecturer in Marketing, Auckland University of TechnologyVerified email at aut.ac.nz
