Essays about: "Authenticity of Brand Activism"
Showing result 1 - 5 of 14 essays containing the words Authenticity of Brand Activism.
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1. Beyond the Target Market : Investigating the Impact of Brand Activism on Brand Authenticity and Attitude in Non-Targeted Markets
University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälleAbstract : Nowadays, people around the world are connected through social networks. This hyperconnectivity implies that companies need to think about the perceptions and opinions of consumers who were not directly targeted by a campaign. READ MORE
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2. Activism, Ads & Allyship: A Quantitative Study on Corporate Social Activism Communication and its effects on Consumers
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : This thesis identifies three distinct ways in which brands communicate their socio-political activism stance. Further it analyses the effect of these types of Corporate Socio-Political Advocacy (CSA) communication on consumer perceptions and intentions. READ MORE
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3. Leveraging a Brand's Position on Opposition: An Exploratory Study of Mr Charlie's Communication to Position Itself in the Fast-Food Market
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : Brand activism has emerged as a prevalent phenomenon where brands engage in socio-political issues to differentiate themselves and build stakeholder resonance. Despite its growing prominence, research on brand activism is limited, particularly in relation to brand positioning. READ MORE
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4. The consumer perspective of brand activism : A qualitative study of how consumers view brand activism and the genuineness of it
University essay from Stockholms universitet/MarknadsföringAbstract : Upon Russia’s invasion of Ukraine and the outbreak of war in early 2022, brands around the world took a stand to mark their position against Russia and in support of Ukraine. Even brands that did not have any direct ties to Russia or any involvement in the conflict distanced themselves from being associated with Russia by ceasing operations, stopping sales, or changing brand names. READ MORE
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5. ALL BARK NO BITE? An explorative case study of BrewDog's Corporate Political Advocacy campaign
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : In times of political divisiveness, Corporate Political Advocacy (CPA) has emerged as a commonly used communication strategy whereby brands voice support for socio-political issues. Despite its increasing prominence, research of CPA in the field of strategic communication is scarce. READ MORE
