Essays about: "Brand legitimacy"

Showing result 1 - 5 of 23 essays containing the words Brand legitimacy.

1. 1. How to Make a Narrative Fly?

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Kevin Fritz; [2023]
   Keywords : Brand legitimacy; discursive theory; lexical choices; semiotic resources; narrative; multimodal critical discourse analysis; SAS; storytelling; strategic communication; digital media; Social Sciences;

   Abstract : The airline industry has been heavily affected by crises that have occurred in the last years. By using the theory of brand legitimacy and storytelling, a multimodal critical discourse analysis was conducted. 2020 is a year by many seen as a paradigm shift, due to the Covid-19 pandemic. READ MORE

3. 2. Social Brand Activism in a Changing Environment - A Qualitative Case Study on how Sportswear Organizations navigate Social Brand Activism whilst remaining Authentic

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Lovisa Bivstedt; Miranda Sjöqvist; [2023]
   Keywords : Sportswear Organisations; Social Brand Activism; Navigation; Woke Washing; Disclosure;

   Abstract : Through a qualitative study, this thesis aims to investigate how sportswear companies navigate in the new complex field of social brand activism while remaining authentic to their customers and stakeholders. The thesis is conducted in a case study setting, where a total of nine interviews were executed. READ MORE

4. 3. 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

5. 4. “Are you Danish enough to be in a beer commercial?” : a selective analysis of representation and national branding in Danish beer advertising, 1980-2020

   University essay from Lunds universitet/Medie- och kommunikationsvetenskap; Lunds universitet/Institutionen för kommunikation och medier

   Author : Bjarke Røn Knudsen; [2022]
   Keywords : national branding; brand culture; cultural citizenship; alcohol; beer; brand loyalty; cultural capital; cultural representation; alibi marketing; print advertising; qualitative content analysis; brand recognition; media authenticity; brand authenticity; media resistance; brand resistance; involuntary reception; jaded knowing; exoticism; commodification; semiotics; Social Sciences;

   Abstract : When brands like Carlsberg or Royal draw upon the national brand of Denmark, they not only run the risk of reception resistance, but also of challenges to their claims of cultural legitimacy from the same consumer public they hope to entice, be it domestic or international. Through qualitative content analysis of a sample comprising mainly of print media collected from domestic sources, the author investigated the representation of and references to Danish cultural citizenship and national branding in a representative selection of beer advertisements from the Carlsberg and Royal Unibrew corporations, dating from 1980-2020. READ MORE

6. 5. Fostering The Customers’ Purchase Intentions Through Social Media Influencers: An Intervening and Interactional Analysis

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Hany Wulandari; Nida Tanveer; [2022]
   Keywords : Social Media Influencers SMI ; SMI’s credibility; brand image; brand self-congruence; purchase intentions.; Business and Economics;

   Abstract : This study emphasizes the significance of social media influencer traits, such as expert, trustworthiness, likeability, and homophily, in determining the legitimacy of social media influencers as a formative construct in Sweden's fashion sector. It successfully instils brand image in customers, which leads to purchase intentions. READ MORE