Essays about: "brand activism"

Showing result 1 - 5 of 42 essays containing the words brand activism.

  1. 1. Brand Activism Scepticism

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Gal Dagan; Jessica van Zeijderveld; [2022]
    Keywords : Brand Activism; Brand Management; Consumer Perception; Consumer Validation; Branding; Business and Economics;

    Abstract : The aim of this thesis was to deepen the understanding of brand activism by looking into existing and novel dimensions on which consumers base their validation and opinion of brands engaging in socio-political discourse. This dissertation followed a dual-analysis approach in which both qualitative and quantitative research was conducted. READ MORE

  2. 2. Sustainability Propaganda – The Oatly case : A qualitative content analysis of Oatly's external communication.

    University essay from Linnéuniversitetet/Institutionen för medier och journalistik (MJ)

    Author : Maja Lundgren; [2022]
    Keywords : Propaganda; brand activism; persuasion; rhetoric; strategic communication; Oatly; Propaganda; varumärkesaktivism; övertalning; retorik; strategisk kommunikation; Oatly;

    Abstract : The brands' commitment to sustainability is being developed into an established market strategy, which means that the concept of brand activism is becoming increasingly common. Due to this development, the external communication that these brands drive also tends to adopt a more convincing and coercive approach in order to influence the consumers. READ MORE

  3. 3. 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

  4. 4. An exploratory study on how Gen Z consumers perceive fashion brand involvement in activism and how their perceptions influence purchase decision and brand loyalty.

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Quang Nguyen; [2022]
    Keywords : Brand activism; Gen Z; Brand loyalty; Fashion brands; Sustainability; Business and Economics;

    Abstract : .... READ MORE

  5. 5. Real or Fake? The Thin Line Between Consumers’ Perceived Brand Authenticity and Scepticism

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sabrina Lungwitz; Maja Sjöstrand; [2022]
    Keywords : Socio-Political Activism; Brand Activism; Brand Authenticity; Brand Scepticism; Incumbent Brands; Challenger Brands; Cosmetics Industry; Business and Economics;

    Abstract : Thesis Purpose: The aim of this study is to gain a nuanced understanding of consumers’ perceived authenticity of incumbent and challenger brands in the cosmetics industry. To examine the phenomenon, four brands from two different sectors within the cosmetics industry are investigated. READ MORE