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Showing result 1 - 5 of 10 essays matching the above criteria.

1. 1. Damned if you do, damned if you don't.

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Felix Ellqvist; Nicholas-Joel Kisling; Katharina Nadine Junge; [2023]
   Keywords : H M; sustainability; case; brand image; brand reputation; vocal; brand management; strategy; Business and Economics;

   Abstract : “(Un)sustainable fashion: H&M breaks promise.” “H&M sued for greenwashing claims, again.” “H&M under fire!” Helena Holgersson is sitting in her office on the top floor of H&M’s Stockholm Headquarters staring at the headlines flickering on her computer screen. READ MORE

3. 2. Good Guy versus Bad Guy: How are Patagonia´s and H&M´s Green(wash)ing Strategies Perceived among Consumers?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sebastian Köhler; Lum Rexha; Pieter Christiaan Sturm; [2021]
   Keywords : Greenwashing; Green brand associations; Green brand image; Brand credibility; Green brand equity; Fashion industry; H M; Patagonia; Business and Economics;

   Abstract : Purpose: The purpose of this paper is to further investigate and understand the influence of greenwashing on green brand associations, green brand image, brand credibility, and finally green brand equity. Therefore, the paper builds up on Akturan’s (2018) findings and partially replicates them by using the two fashion brands H&M and Patagonia. READ MORE

4. 3. Closing the loop: A study of Brand Activism in the Fashion Industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Thi Hong Anh Tran; Maria Guadalupe Sayd; Sebastian Van Dijkman; [2021]
   Keywords : Brand Activism; Brand Image; Brand Vision; Brand and Market Orientation; Core value gap; Business and Economics;

   Abstract : Implications: The study provides practical implications for brand managers at fashion companies that wish to improve their branding and sustainable strategy while aligning with consumers’ value. The proposed framework recommends several strategies for handling image-vision gap... READ MORE

5. 4. Why Being Green is Harder Than it Seems: Discovering the Effect of Green Brand Knowledge On the Perception of a Green Claim

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lydia Jayne Parry; Linda Strålman; [2020]
   Keywords : Green brand knowledge; green brand awareness; green brand image; claim credibility; greenwashing; Business and Economics;

   Abstract : The purpose of this study is to quantitatively discover whether green brand knowledge has an effect on the perception of green claims with Swedish Millennial's and Gen Z. As to whether it is perceived as credible or greenwashing. This study builds upon previous brand knowledge and green claim literature. READ MORE

6. 5. Research on Chinese Millennial Consumers’ Perception of Co-branded Fashion Collections

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Huashuai Yang; Yusi Zhang; Zijie Zhou; [2020]
   Keywords : Co-branding; Fashion Industry; Chinese Millennial Consumers;

   Abstract : Background: In fashion market, with the emergence of new brands and changing customer preference in style, competition is fierce nowadays. Brand is an intangible asset that fashion brands build and leverage to secure market position and customer loyalty, which leads to a competitive advantage. READ MORE