Essays about: "Authentic Brand Activist"

Found 2 essays containing the words Authentic Brand Activist.

1. 1. The Authentic Activist: Examining the antecedents of the perceived authenticity of brand activism

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Jakob Ferenius; Victoria Kotras; [2021]
   Keywords : Authenticity of Brand Activism; Brand Activism; Authenticity; Perception of Authenticity; Antecedents of Authenticity; Judgement of Truth; Marketing Scepticism; Socio-political Issues; Business and Economics;

   Abstract : Purpose: The study aimed to investigate which antecedents affect consumers’ perception of the authenticity of brand activism. Methodology: The study followed a deductive approach. READ MORE

3. 2. Perfectly imperfect - A comparison of female millennial consumers’ perceptions towards ‘Brand Activist Aspirants’ and ‘Authentic Brand Activists’ in the lingerie market

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Eileen Marlena Kersten; Lieke Theadora Adriana Brinkhof; [2021]
   Keywords : social brand activism; consumers’ perceptions; authenticity; female millennials; Authentic Brand Activist; Brand Activist Aspirant; Business and Economics;

   Abstract : Purpose: The purpose of this study is to comprehend female millennial consumers’ perceptions towards lingerie brands that are categorised as ‘Brand Activist Aspirants’ compared to ‘Authentic Brand Activists’. Methodology: As this research focuses on studying consumers’ perceptions, a subjective social constructionist view was taken. READ MORE