Essays about: "Axel Welinder"
Found 1 essay containing the words Axel Welinder.
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1. The problem for business is business
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : The purpose of this thesis is to gain an understanding of the credibility gap between consumers and marketing strategies that aims at gaining moral legitimacy by taking a stand, since it is becoming increasingly important for companies to gain moral legitimacy. By triangulating theories within consumer culture theory, corporate social responsibility and organizational legitimacy and conducting a qualitative empirical study on consumer perception of the research phenomenon, we identify how consumers legitimize these communicational activities. READ MORE