Essays about: "social brand activism"
Showing result 6 - 10 of 39 essays containing the words social brand activism.
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6. ALL BARK NO BITE? An explorative case study of BrewDog's Corporate Political Advocacy campaign
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : 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
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7. "Take a stand or stay seated": A framework of essential prerequisites for companies considering whether or not to implement a Brand Activism strategy
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: Brand Activism is a phenomenon that only recently became an area of greater interest. The aim of this paper is to follow a call for research and develop a framework that aids brand managers and other decision makers to identify essential prerequisites that their brand should have in place to increase the likelihood for successful Brand Activism. READ MORE
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8. 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 kommunikationAbstract : 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
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9. 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/FöretagsekonomiAbstract : 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
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10. 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 strategiAbstract : 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