Essays about: "Environmental brand activism"
Found 5 essays containing the words Environmental brand activism.
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1. 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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2. Consumer participation in environmental brand activism on Instagram: A case study of consumers use of hashtags in relation to Oatly's Swedish campaign Ditch Milk.
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : Environmental brand activism has become a strategy applied by many brands to engage and take a stand in the issue of climate change. The aim is to spur a debate and spark an interest and collective action among the consumers (Sarkar & Kotler, 2018). READ MORE
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3. Standing Up for Societal Change: The Phenomenon of Brand Activism. A quantitative investigation on young consumers' attitude towards an environmental activist brand.
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : .... READ MORE
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4. When Business Becomes Politics - A Study of Consumers' Perceptions and Responses to Brand Activism
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis purpose: The purpose of this study was to gain an understanding of consumers' perceptions of the phenomenon of brand activism, and how they respond to it. Theoretical perspective: For the theoretical foundation we drew upon the literature streams within brand activism, consumer activism and brand meaning. READ MORE
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5. Changing the World through Consumption : The Contradictions of Political Engagement in the Case of Oatly
University essay from Lunds universitet/Medie- och kommunikationsvetenskap; Lunds universitet/Institutionen för kommunikation och medierAbstract : In 2014, Swedish oat milk producer Oatly was sued by the dairy lobby LRF Mjölk for their use of marketing slogans such as “It’s like milk, but made for humans” which the dairy lobby claimed painted cow’s milk negatively. Dubbed the “milk wars”, the dispute sparked an intense debate over the political and environmental impacts of dairy production up until and beyond the court’s decision in November 2015. READ MORE
