Essays about: "Axel Welinder"

Found 1 essay containing the words Axel Welinder.

  1. 1. The problem for business is business

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Axel Welinder; Martin Behm; [2016]
    Keywords : consumer culture theory; CCT; corporate social responsibility; CSR; organizational legitimacy; communication; advertising; marketing; branding; consumer resistance; credibility gap; Business and Economics;

    Abstract : 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