@inproceedings{moumade:hal-03179685, TITLE = {{THE ERA OF ``WOKE-WASHING'': HOW CONSUMERS PERCEIVE BRAND ACTIVISM?}}, AUTHOR = {Moumade, Samia and Hemonnet-Goujot, Aur{\'e}lie and Valette-Florence, Pierre}, URL = {https://amu.hal.science/hal-03179685}, BOOKTITLE = {{37{\`e}me Congr{\`e}s International de l'Association Fran{\c c}aise du Marketing}}, ADDRESS = {Angers, France}, YEAR = {2021}, MONTH = May, PDF = {https://amu.hal.science/hal-03179685v1/file/AFM%20Conf%C3%A9rence%202021_Samia%20MOUMADE.pdf}, HAL_ID = {hal-03179685}, HAL_VERSION = {v1}, }