Essays about: "Political Brand Image"

Showing result 1 - 5 of 27 essays containing the words Political Brand Image.

1. 1. Addressing financial gender (in)equality with advertisements - A no or a go? : A qualitative study on how the commercial bank DNB's use of femvertising influences female consumers and their image of the brand

   University essay from Umeå universitet/Företagsekonomi

   Author : Elvira Nordin; Elin Nygren; [2022]
   Keywords : Femvertising; Femwashing; Advertising; Financial Gender Equality; Brand Image; Brand Activism; CSR;

   Abstract : Whilst gender equality has moved forward in recent years in Scandinavian countries like Norway and Sweden, there are still significant financial gaps between the genders. According to several scholars, women tend to invest less than men, which leads to consequences such as women having less financial capital wealth and lower pensions. READ MORE

3. 2. Fashionable Activism: A study of corporate activism in fashion brands' marketing communications and the effects of congruence as moderated by brand type and political leanings

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Andrea Jernberg; Vendela Angerlöv; [2022]
   Keywords : Corporate activism; Congruence; Marketing; Political leanings; Fashion brands;

   Abstract : Corporate activism (CA) has become a commonplace occurrence whereby brands express support for different social-political causes. Despite its increasing prominence, corporate activism has not been extensively researched. READ MORE

4. 3. Boycotting, buycotting or doing nothing : A quantitative study of corporate reputation in relation to political consumerism

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Hannah Kyller; Hedvig Thorson; [2021]
   Keywords : Political Consumerism; Corporate Brand Reputation; Corporate Social Responsibility; Employer Branding; Corporate Image; Corporate Crisis;

   Abstract : Background: In previous years, Swedish company Na-kd has been promoted in the media due to allegations of poor working conditions. While this has potentially taken a hit on the company’s reputation, studying the relationship between corporate actions and perceptions of the public has been neglected. READ MORE

5. 4. Is Overseas Political Challenge Always Harmful to Chinese Multinationals? - Implications on Chinese Purchase Willingness

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Hanzhang Jin; Yuchen Liu; [2021]
   Keywords : Overseas political challenge; Consumers purchase willingness; Brand awareness; Brand image; Chinese multinationals; Signaling theor;

   Abstract : Multinationals are subject to questioning about organizational legitimacy issues by foreign governments when expanding overseas. This issue has become more prevalent over the past two decades with the rapid development of emerging countries and the exponential expansion in outward foreign direct investments from the firms of these emerging countries. READ MORE

6. 5. 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