Essays about: "woke washing"

Showing result 6 - 10 of 10 essays containing the words woke washing.

  1. 6. Brand activism, does it work? : A quantitative study on how advertising that contains elements of social activism affects consumer-based brand equity and how it in turn affects consumer purchasing engagement

    University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

    Author : Henrik Aronsson; Paul Kato; [2021]
    Keywords : Brand activism; brand equity; consumer-based brand equity; social activism; woke washing;

    Abstract : Date: 3 June Level: Master Thesis in Business Administration, 15 credits Institution: School of Business, Society and Engineering, Mälardalen University Authors: Paul Kato (95/03/11) and Henrik Aronsson (95/10/29) Title: Brand Activism, does it work? Tutor: Edward Gillmore Keywords: Brand activism, brand equity, social activism, attitudes, woke washing Research questions: a. How is the consumer-based brand equity affected by a company’s use of social activism in its marketing? b. READ MORE

  3. 7. How Brand Activism Affects Consumer Attitude : A study on Swedish consumers’ attitudes towards companies using brand activism, with the Black Lives Matter movement as context

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Emma Lundemo Dahlin; Diana Araf; [2021]
    Keywords : Black Lives Matter; Woke-washing; Brand activism; Social movements; Consumer attitude; Brand attitude; Consumer behavior; BLM; Black Lives Matter; Woke-washing; Brand activism; Sociala rörelser; konsumentattityd; varumärkesattityd; konsumentbeteende; BLM;

    Abstract : Black Lives Matter rörelsen engagerade människor både internationellt och nationellt under våren 2020. Företag var inte sena med att ta ställning och visa deras stöd i frågan, vilket ledde till olika typer av reaktioner bland deras konsumenter. READ MORE

  4. 8. Study the social context initiating brand activism and explore the significant components of effective brand activism as well as its pitfalls.

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Quang Nguyen; David Farmakidis; [2021]
    Keywords : Brand Activism; political activism; cause-related marketing; woke-washing; Business and Economics;

    Abstract : Brands are entering a time where brand activism and political activism in which they state their beliefs affect consumer purchasing decisions instead of having, as opposed to traditional brand product marketing. Brands are more pressured to take a stand on any social issue and voice they’re donating to matter. READ MORE

  5. 9. Tone Deaf Marketing or Genuine Activism?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Alexandra Veronica Voinow; Anastasija Kropinova; [2021]
    Keywords : woke washing; brand activism; trust; theory of planned behaviour; purchase intention; Business and Economics;

    Abstract : Title : Tone Deaf Marketing or Genuine Activism Seminar : Date: 4th June, 2021. Course : BUSN39 Degree Project in Global Marketing Authors : Alexandra Voinow, Anastasija Kropinova Supervisor : Burak Tunca Keywords : Woke Washing, Brand Activism, Trust, Theory of Planned Behaviour, Purchase Intention Thesis Purpose : The objective of this study was to research consumers awareness of woke washing and brand activism, if they were aware of the difference and how this affected their level of trust towards activist brands, which lead to the analysis of their purchase intention by using the Theory of Planned Behaviour (TPB) as a mediating variable. READ MORE

  6. 10. "Woke-Washing" a Brand : An Analysis of Socially Progressive Marketing by Nike on Twitter and the User Response to it

    University essay from Uppsala universitet/Institutionen för ABM

    Author : Nadim Herbert; [2020]
    Keywords : Woke-Washing; Nike; Serena Williams; Colin Kaepernick; Marketing; Twitter;

    Abstract : This study examines two marketing campaigns on the social media platform Twitter by the brand Nike, with the campaigns involving American football player Colin Kaepernick and tennis player Serena Williams respectively. The study specifically explores how Nike utilizes socially and politically progressive values in these marketing   campaigns and how users then respond to it on Twitter, with the source material consisting of four Twitter-posts, two by Nike and one each by the two athletes involved, as well as the replies by other Twitter-users to those posts. READ MORE