Essays about: "social brand activism"

Showing result 11 - 15 of 39 essays containing the words social brand activism.

  1. 11. 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

  3. 12. 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

  4. 13. The Role of Social Media in the Activism Measures of Nonprofit Organizations : An Empirical Study of Nonprofit Organizations

    University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Author : Sara Ruzic; [2022]
    Keywords : Social Media; Twitter; Facebook; Instagram; LinkedIn; Digitalization; Digital Ecosystem; User Behavior; Digital Activism; Digital Marketing; NPO Nonprofit Organization ; BLM Black Lives Matter ; LISC Local Initiatives Support Corporation ; DDM Dolgin Digital Marketing ; IRC International Rescue Committee ;

    Abstract : Social media and its underlying technologies have created an advanced and sophisticated platform for digital activism. As a result, companies and organizations are undergoing a pivotal transition in how they reach and engage with users in a fast and efficient manner. READ MORE

  5. 14. Small Purchases Make A Big Difference

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Alice Pettersson; Charlotte Sternberg; [2022]
    Keywords : FMCG; Brand Loyalty; Brand-Cause Fit; Brand Activism; Repurchase Intentions; Business and Economics;

    Abstract : The high competition in the FMCG market today has led to an increased focus on retaining customers and adding value beyond the core business interest. Consequently, most brands engage in cause-related activities to drive brand loyalty. READ MORE

  6. 15. Trust in Brand Activism: A look at self-love campaigns of beauty brands

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Ngoc Nguyen; [2022]
    Keywords : brand activism; brand trust; activism campaign; beauty brands; controlled communication; argument strength; activism activities; Social Sciences;

    Abstract : In recent years, brand activism has been mentioned as a new evolution in corporate sociopolitical involvement. From the customers’ perspective, they expect brands to be more vocal and take a stance to tackle challenges. They do not want neutral brands anymore. READ MORE