Essays about: "Purpose-Driven Advertising"
Found 3 essays containing the words Purpose-Driven Advertising.
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1. Stakeholders’ perceptions of purpose-driven brands: The case of Nike’s “Dream Crazy” advertising campaign
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : 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
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2. Mad Men: Masculinity and Advertising in the #MeToo Era - A Quantitative Study of Men's Responses to Purpose-Driven Advertising that Challenges Traditional Masculinity
University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Existing research shows that non-stereotypical advertising generates positive brand-related and social effects. However, there is limited research on non-stereotypical portrayals of masculinity and on non-stereotypical advertising that includes an overt call for social change. READ MORE
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3. Advertising for a good cause or simply good advertising? A quantitative study of the brand-related and social effects of purpose-driven advertising claims.
University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledningAbstract : Brands frequently engage in purpose-driven advertising where they promote a social issue, often without communicating any information about related CSR activities. Still, little is known about the effects of such purpose-driven advertising claims, both on the brands engaging in such advertising (brand-related effects) and the societies in which it is present (social effects). READ MORE
