Essays about: "Lena Maria Halberstadt"

Found 2 essays containing the words Lena Maria Halberstadt.

1. 1. Brands as Politicians - How Consumers Morally Judge Advocacy Advertising

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lena Maria Halberstadt; Carolin Schumacher; [2019]
   Keywords : Advocacy Advertising; Political Debates; Morality; Moral Identity; Moral Judgments; Moral Authenticity; Nike; Gillette; Pepsi; Business and Economics;

   Abstract : Purpose: The purpose of this research was to understand how consumers morally judge advocacy advertising in contemporary consumer culture. The phenomenon was explored with the help of three case studies, namely Nike, Gillette, and Pepsi, all being brands who have taken a political stance in their advertisement campaigns. READ MORE

3. 2. Can a Legitimacy Crisis Ruin Brand Authenticity?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lena Maria Halberstadt; Liina-Lotta Latvala; Carolin Schumacher; [2018]
   Keywords : Brand Authenticity; Legitimacy; Legitimacy Crisis; Fine Wine; Lead; Leather; Ivory; Piano Keys; Business and Economics;

   Abstract : Purpose: The aim of this study is to explore the effect of changes within traditional production methods, caused by legitimacy crises, on brand authenticity. Design/Methodology/Approach: This research is based on a multi-case study within the leather, ivory and fine wine industry. READ MORE