Essays about: "Nike brand"

Showing result 1 - 5 of 19 essays containing the words Nike brand.

1. 1. Millennials demand for brand activism : A qualitative studie about corporate brands using brand activism as a communication strategy to reach millennials

   University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

   Author : Fanny Backman; Fredrika Lundgren; [2021]
   Keywords : Brand activism; corporate brand; millennials; social media;

   Abstract : The new phenomena of brand activism can be used as a communication strategy to reach consumers. The demand for brand activism has increased with the generation of millennials. This research uses a qualitative method to get a greater understanding of how companies use brand activism as a communication strategy to reach millennials. READ MORE

3. 2. Nike’s Dream Crazy campaign and how it influenced views and opinions towards the brand

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Oskar Brandberg; Mathias Myrefelt Norlinger; Kevin Ngo; [2020]
   Keywords : Nike; Swedish consumer behaviour; Political Consumerism; Kaepernick; Political stance; Business and Economics;

   Abstract : Purpose: In 2018 Nike launched an advertisement campaign called “Dream Crazy” that provoked controversial reactions in social media and large coverage in the media. This qualitative study aims to find out what Swedish students aged 19-24 think of specifically the political aspect of that campaign, and how much it matters and influences their decision making when choosing products. READ MORE

4. 3. Stakeholders’ perceptions of purpose-driven brands: The case of Nike’s “Dream Crazy” advertising campaign

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Anastasiia Aniskova; [2020]
   Keywords : Social purpose; Brand purpose; Motives; Perceptions; Nike; Colin Kaepernick; Social Sciences;

   Abstract : The present study aims to contribute to the research on stakeholders’ perceptions of brands that take a stand on social issues and by doing so, express their social brand purpose. Social brand purpose is at the core of a brand, and it reflects the brand’s ideal as well as intent to make people’s lives better. READ MORE

5. 4. Pride and Prejudice: a study on the various types of consumer-brand relationships that brand activism campaigns form

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Zinar Omar; Sarah Jørgensen; [2020]
   Keywords : Brand Activism; Marketing; Consumer-brand relationship; Societal issues; Political debates; Business and Economics;

   Abstract : Title: ​Pride and Prejudice: a study on the various types of consumer-brand relationships that brand activism campaigns form. Date of the seminar: ​5th June 2020 Course: ​BUSN39 Degree Project in Global Marketing Authors: ​Sarah Jørgensen and Zinar Omar Supervisor: ​Peter Svensson Keywords: ​Brand Activism, Marketing, Consumer-brand relationship, Societal issues, Political debates Purpose: ​The purpose of this study was to understand which types of consumer-brand relationships brand activism campaigns form. READ MORE

6. 5. "Woke-Washing" a Brand : An Analysis of Socially Progressive Marketing by Nike on Twitter and the User Response to it

   University essay from Uppsala universitet/Institutionen för ABM

   Author : Nadim Herbert; [2020]
   Keywords : Woke-Washing; Nike; Serena Williams; Colin Kaepernick; Marketing; Twitter;

   Abstract : This study examines two marketing campaigns on the social media platform Twitter by the brand Nike, with the campaigns involving American football player Colin Kaepernick and tennis player Serena Williams respectively. The study specifically explores how Nike utilizes socially and politically progressive values in these marketing   campaigns and how users then respond to it on Twitter, with the source material consisting of four Twitter-posts, two by Nike and one each by the two athletes involved, as well as the replies by other Twitter-users to those posts. READ MORE