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Found 2 essays matching the above criteria.

1. 1. Co-opting Feminism: How brands hijack social movements - A comparative study of the illustrative cases 'Redfit' & 'Ladylike'

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Rebecka Lindholm; Emma Håkansson; [2017]
   Keywords : Feminism; Social movement; Co-opt; Cultural branding; RedFit; Ladylike.; Business and Economics;

   Abstract : Purpose: The purpose and aim with this research was to understand how brands successfully can co-opt a social movement; specifically feminism, as part of their brand building-strategies. The phenomenon was explored by comparing one successful case, Libresse’s ‘RedFit’ campaign, with a relatively the less successful case; that is, H&M’s ‘Ladylike’ campaign. READ MORE

3. 2. Willingness to pay for fair trade coffee - the impact of conformity on ethical consumption

   University essay from Lunds universitet/Nationalekonomiska institutionen

   Author : Ylva Wahlstedt; Rebecka Lindholm; [2016]
   Keywords : Fairtrade; conjoint analysis; behavioral economics; willingness to pay; conformity; Business and Economics;

   Abstract : In this study the willingness to pay and conformity-seeking behaviour of Swedish consumers when purchasing fair trade coffee were examined. It was conducted through a conjoint analysis on data collected from two different questionnaires; one that presented objective information on fair trade, and one that linked fair trade to aspirational cues. READ MORE