Essays about: "Patagonia"

Showing result 1 - 5 of 20 essays containing the word Patagonia.

  1. 1. Green brands & Greenwashing: A narrative journey towards legitimacy

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Camille Pujol; [2022]
    Keywords : strategic communication; environmental sustainability; green brand; legitimacy; narrative; greenwashing; Social Sciences;

    Abstract : The aim of this thesis is to develop knowledge and identify legitimacy attempts for green brands to construct themselves in order to circumvent greenwashing challenges. The researcher studied the promotional content of Patagonia and the Slovenia destination brand (I Feel Slovenia) based on a pragmatic and moral legitimacy framework, supported by narrative analysis. READ MORE

  3. 2. Communicating Environmental CSR-Efforts in a Non-Sustainable Industry : A Comparative Study of Patagonia's and H&M's Environmental CSR Communication Using a Multimodal Critical Discourse Analysis

    University essay from Uppsala universitet/Institutionen för informatik och media

    Author : Sanna Viberg; Stephanie Balasingam; [2022]
    Keywords : ECSR communication; Slow fashion; Fast fashion; CCO; Transparency;

    Abstract : The fashion industry is distinguished by two types of companies: slow fashion companies, such as Patagonia, characterized by environmentally friendly business practices, and fast fashion companies, such as H&M, premised on a less environmentally sustainable business model (Fletcher 2010; Bick, Halsey & Ekenga 2018). Although Patagonia and H&M are founded on different business models, their ECSR communication is similar. READ MORE

  4. 3. How to Navigate Societal Change by Sticking to your Guns? An exploratory case study of Patagonia

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Ioannis Diakoulakis; Huihao Lu; Arantxa Rufrancos Luna; [2022]
    Keywords : Business and Economics;

    Abstract : .... READ MORE

  5. 4. Good Guy versus Bad Guy: How are Patagonia´s and H&M´s Green(wash)ing Strategies Perceived among Consumers?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sebastian Köhler; Lum Rexha; Pieter Christiaan Sturm; [2021]
    Keywords : Greenwashing; Green brand associations; Green brand image; Brand credibility; Green brand equity; Fashion industry; H M; Patagonia; Business and Economics;

    Abstract : Purpose: The purpose of this paper is to further investigate and understand the influence of greenwashing on green brand associations, green brand image, brand credibility, and finally green brand equity. Therefore, the paper builds up on Akturan’s (2018) findings and partially replicates them by using the two fashion brands H&M and Patagonia. READ MORE

  6. 5. Sustainable actions before profit? : The effects of sustainability efforts on the brand experience in the clothing industry exemplary represented on Patagonia

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Tim Bischoff; Celine Staufenberg; [2021]
    Keywords : Brand experience; sustainability; sustainable consumption patterns; brand related stimuli; brand experience scale; green trust; green brand image;

    Abstract : Background: In today ́s world, experiences play an important role for the customers to build loyalty and long-lasting relationships. Brakus et al. (2009) developed one of the most cited scales for measuring brand experience. READ MORE