Essays about: "Mortification strategy"

Found 2 essays containing the words Mortification strategy.

1. 1. I don't want your apology

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Amanda Stenberg; Clara Carlberg; [2023]
   Keywords : Transgression; Social Media Influencer; Endorsing brands; Response strategy; Mortification strategy;

   Abstract : Social media influencer (SMI) transgressions when endorsing brands have become a current topic and various SMI-related scandals have gained massive media coverage in the past decade. SMIs themselves face backlash and a damaged personal brand image and the endorsing brands express either support or dissociation, through termination of contracts with the endorsed influencer. READ MORE

3. 2. Is it too late now to say sorry? : A descriptive research on how brands' responses towards sexism advertisements affect consumers' attitudes.

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Ellinor Larsson; Lovisa Ferngren; [2021]
   Keywords : Sexism advertising; Image repair strategy; denial; evasion of responsibility; reduction of offensives; corrective action; mortification; Attitudes; affect; behaviour; cognition;

   Abstract : Background: Brands that decide to publish sexist advertisements can generate issues for the company, as well as the perception the consumer has of the brand can become negative. This as consumers form attitudes towards the brand’s delivered communication which influence the overall evaluation the consumer has towards the brand. READ MORE