Essays about: "Woke Washing"

Showing result 1 - 5 of 10 essays containing the words Woke Washing.

1. 1. Activism, Ads & Allyship: A Quantitative Study on Corporate Social Activism Communication and its effects on Consumers

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

   Author : Disha Monga; Vaaruni Venkatesh; [2023]
   Keywords : corporate socio-political activism; brand activism; woke-washing; CSA advertising; consumer-brand alignment;

   Abstract : This thesis identifies three distinct ways in which brands communicate their socio-political activism stance. Further it analyses the effect of these types of Corporate Socio-Political Advocacy (CSA) communication on consumer perceptions and intentions. READ MORE

3. 2. Social Brand Activism in a Changing Environment - A Qualitative Case Study on how Sportswear Organizations navigate Social Brand Activism whilst remaining Authentic

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Lovisa Bivstedt; Miranda Sjöqvist; [2023]
   Keywords : Sportswear Organisations; Social Brand Activism; Navigation; Woke Washing; Disclosure;

   Abstract : Through a qualitative study, this thesis aims to investigate how sportswear companies navigate in the new complex field of social brand activism while remaining authentic to their customers and stakeholders. The thesis is conducted in a case study setting, where a total of nine interviews were executed. READ MORE

4. 3. ALL BARK NO BITE? An explorative case study of BrewDog's Corporate Political Advocacy campaign

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Olivia Dinér; Alice Sävman; [2023]
   Keywords : Corporate Political Advocacy; Authenticity; Woke-washing; Entrepreneurial Leadership; CEO Activism; Challenger Brand; BrewDog; Social Sciences;

   Abstract : In times of political divisiveness, Corporate Political Advocacy (CPA) has emerged as a commonly used communication strategy whereby brands voice support for socio-political issues. Despite its increasing prominence, research of CPA in the field of strategic communication is scarce. READ MORE

5. 4. Please talk, but say nothing. A qualitative study examining the perception of brand activism in a woke-washing context

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

   Author : Sandra Cavalli-Björkman; Towa Hedelin; [2022]
   Keywords : Brand activism; Brand authenticity; Woke-washing; Woke; Social Media;

   Abstract : Today everyone is a politician. We communicate our thoughts, ideas and values with each other at an exorbitant rate and magnitude through social media. Following this wave of social awareness, it has become more important that the brands we shop at support our values and beliefs. READ MORE

6. 5. Woke-washing and Corporate Social Responsibility in the Global South: A Structured Literature Review

   University essay from Södertörns högskola/Institutionen för naturvetenskap, miljö och teknik

   Author : Malin Thorslund; [2022]
   Keywords : Woke-washing; Corporate Social Responsibility; Developing countries; Global south; Intersectionality; Border thinking;

   Abstract : Woke-washing gives companies the possibility to take advantage of the consumers social, environmental, and political values to improve business. In contrast to corporate social responsibility (CSR) and green-washing, woke-washing is a new term in the global north andthere is a lack of understanding to what extent it is relevant to the global south contexts. READ MORE