Essays about: "leaders’ brands"

Showing result 1 - 5 of 18 essays containing the words leaders’ brands.

1. 1. 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

3. 2. Communication of Sustainable Brands within Food and Beverages : A Qualitative Study of KRAV’s CSR Communication

   University essay from SLU/Dept. of People and Society

   Author : Oscar Abelin; [2022]
   Keywords : csr communication; stakeholders; business returns;

   Abstract : We are today living in a complex food system. A system interlinked by series of stakeholders who are affected by each other’s decisions. When you purchase a pack of coffee in the grocery store, your action impacts several other actors. READ MORE

4. 3. Political Leaders As Archetypal Brands

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Helena Abrahamsson; Can Üner; Sarah Keppler; [2022]
   Keywords : Keywords: Brand personality; Archetypes; Rhetoric; Political Brand Communication; Brand Core Framework; Social Sciences;

   Abstract : Purpose: The purpose of this paper is to explore political leaders as archetypal brands. Moreover, this study aims to add knowledge to the concept of archetypes in political brand communication. Methodology: This study combines qualitative and quantitative research. READ MORE

5. 4. Mending the end-goal paradox of social and commercial marketing

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Klara Käll; Nuria Budesca Alameda; [2022]
   Keywords : Social Marketing; Emotional Communication; Behaviour; Attitudes; Brand Community; Storytelling; Norms; Aim’n; Platanomelón; Sweden; Spain; Business and Economics;

   Abstract : Title: Mending the end-goal paradox of social and commercial marketing - An explorative case study of brands’ emotional communication influence on consumers’ behavioural attitudes Course: BUSN39 Business Administration: Degree Project in Global Marketing - Master level Authors: Klara Käll & Núria Budesca Alameda Supervisor: Annette Cerne Keywords: Social Marketing; Emotional Communication; Behaviour; Attitudes; Brand Community; Storytelling; Norms; Aim’n; Platanomelón; Sweden; Spain Purpose: The purpose of this study is to investigate consumers' attitudes toward social marketing behaviours communicated by brands with regards to emotions. Methodology: This research was carried out with the research philosophies of relativism for ontology and social constructionism for epistemology. READ MORE

6. 5. Using Machine Learning to Connect Brands with Influencers

   University essay from Umeå universitet/Institutionen för tillämpad fysik och elektronik

   Author : Jonathan Hedlund; [2022]
   Keywords : Interaction Technologies; Machine Learning; UX-Design;

   Abstract : With the increase of social media users, marketing through social media channels is becoming more and more important for large and small businesses around the globe. This form of marketing can be done in different ways. READ MORE