Essays about: "social brand activism"

Showing result 1 - 5 of 32 essays containing the words social brand activism.

  1. 1. 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

  3. 2. Addressing financial gender (in)equality with advertisements - A no or a go? : A qualitative study on how the commercial bank DNB's use of femvertising influences female consumers and their image of the brand

    University essay from Umeå universitet/Företagsekonomi

    Author : Elvira Nordin; Elin Nygren; [2022]
    Keywords : Femvertising; Femwashing; Advertising; Financial Gender Equality; Brand Image; Brand Activism; CSR;

    Abstract : Whilst gender equality has moved forward in recent years in Scandinavian countries like Norway and Sweden, there are still significant financial gaps between the genders. According to several scholars, women tend to invest less than men, which leads to consequences such as women having less financial capital wealth and lower pensions. READ MORE

  4. 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

  5. 4. Weapons of Brand Destruction: Exploring the different methods and strategies used by Online Anti-Brand Communities aimed to harm brands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Andrés Emilio Garcia Raffo; Niklas Kjellander; [2022]
    Keywords : Brand Community; Anti-Brand Community; Brand Dislike; Consumer-activism; Business and Economics;

    Abstract : Aim: The aim of this paper was to shed light on the different methods/strategies that Anti-Brand Communities (ABCs) use in order to cause harm to particular brands. Purpose: The purpose of this paper is to offer assistance to brand managers through Anti-Brand Community-insights, as a means of combating the increasingly growing number of ABCs. READ MORE

  6. 5. Fashionable Activism: A study of corporate activism in fashion brands' marketing communications and the effects of congruence as moderated by brand type and political leanings

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

    Author : Andrea Jernberg; Vendela Angerlöv; [2022]
    Keywords : Corporate activism; Congruence; Marketing; Political leanings; Fashion brands;

    Abstract : Corporate activism (CA) has become a commonplace occurrence whereby brands express support for different social-political causes. Despite its increasing prominence, corporate activism has not been extensively researched. READ MORE