Essays about: "brand for strategic communication"

Showing result 6 - 10 of 61 essays containing the words brand for strategic communication.

1. 6. The Emotional Side of Strategic Communication: A Narrative Analysis of Brand Activist Campaigns and the Young Public's Emotional Response

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Alice Svärdhagen; Anna Elísabet Sölvadóttir; [2023]
   Keywords : Emotions; Brand Communication; Storytelling; Brand Activism; Public; Social Sciences;

   Abstract : This thesis analyzes how the young public feels about communication efforts that seek to emotionally appeal to them, by investigating the example of brand activist campaigns. By applying narrative theory, the study examines how these campaigns are structured to evoke emotions and how the young public emotionally responds to them. READ MORE

3. 7. Consumers behavior during the Covid-19 pandemic : A quantitative study on consumers' experience and purchase decision about fast fashion advertising on social media during the Covid-19 pandemic

   University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

   Author : Elin Jalmgård Väkeväinen; Josephine Martinelle; [2022]
   Keywords : Social media; online advertising; vivid advertising; interactive communication; OBA; online consumer behavior and consumer purchase decision.;

   Abstract : Bakgrund: Sociala medier har blivit en plattform för kommunikation mellan företag och konsumenter. Konsumenter kan samla information innan ett köp och därför är annonsering på sociala medier ett strategiskt verktyg för att rikta in sig på konsumenter och skapa behov. READ MORE

4. 8. Green brands & Greenwashing: A narrative journey towards legitimacy

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Camille Pujol; [2022]
   Keywords : strategic communication; environmental sustainability; green brand; legitimacy; narrative; greenwashing; Social Sciences;

   Abstract : The aim of this thesis is to develop knowledge and identify legitimacy attempts for green brands to construct themselves in order to circumvent greenwashing challenges. The researcher studied the promotional content of Patagonia and the Slovenia destination brand (I Feel Slovenia) based on a pragmatic and moral legitimacy framework, supported by narrative analysis. READ MORE

5. 9. Public Opinion about Sweden during the COVID-19 Pandemic and Implications for its Nation Brand: A Sentiment Analysis

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Verena Rucker; [2022]
   Keywords : Nation Branding; Public Diplomacy; Nation Brand Image Perception; COVID-19 Pandemic; Sweden; Twitter; Sentiment Analysis SA ; Social Sciences;

   Abstract : Public Opinion about Sweden during the COVID-19 Pandemic and Implications for its Nation Brand: A Sentiment Analysis This thesis seeks to expand the understanding of nation brand image perceptions by exploring the opinions of international audiences about Sweden during the COVID-19 pandemic in the form of sentiments. Given the strong link between a country’s handling of the COVID-19 pandemic and its nation brand, crises can have an impact on the perception of a country’s image. READ MORE

6. 10. Secret sustainability: A case study of why a company might go silent with its green achievements

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

   Author : Antonia Alan; Jenny Trolläng; [2022]
   Keywords : Greenhushing; Green Blushing; Green Communication; Green Marketing; Corporate Social Responsibility;

   Abstract : Greenhushing is acknowledged as a growing concerning behavior referring to when companies deliberately avoid communicating their green achievements. Thus, while companies do substantial work within sustainability, these efforts are strategically or involuntarily not communicated, but why? The research field on greenhushing remains nascent, and scholars have inadequately explained why greenhushing occurs, particularly has previous literature overlooked the strategic perspective and company- specific circumstances. READ MORE