The conference “DerMarkentag2021” has become one of the leading platforms of discussing future brand management in the German speaking region and goes live on the 16th of September hosted by the Hochschule Mainz. Taking part in the conference will be Tjark Virkus, PhD student of the working group consumer behavior at the markstones institute, presenting an article on the topic of brand activism. The presentation is based on a joint work of Sophie Gerdemann, Tjark Virkus and Prof. Dr. Kristina Klein and deals with the role auf authenticity in the context of activist brands.
