Essays about: "Goodwash"

Found 1 essay containing the word Goodwash.

  1. 1. To dare or not to dare – taking a stand in marketing campaigns - How companies’ decisions to take a public standpoint in social issues affect consumers’ perceptions and behaviour

    University essay from Göteborgs universitet/Graduate School

    Author : Amanda Lindén; Rebecca Lindén Pagoldh; [2020-06-23]
    Keywords : Corporate social responsibility; CSR marketing; Social Marketing; Brand Activism; Gender equality; Millennials; Goodwash; Resistance;

    Abstract : Based on an interest to contribute to further understanding of the area of CSR marketing the purpose of this article is to explore the perceptions and effects of marketing where companies take a public standpoint in social issues. Through analysis of millennials’ perceptions and the outcomes of this type of marketing the study aims to increase the knowledge of how business as well as society are influenced. READ MORE