Sökning: "Brand activism"
Visar resultat 1 - 5 av 73 uppsatser innehållade orden Brand activism.
1. Selfie med Syfte: Influencers som aktivister
Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Examensarbetets titel: Influenceraktivism - En kvalitativ studie med narrativ ansats för att ta del av svenska konsumenters upplevelser när influencers använder varumärkesaktivism i sitt varumärke. Ämne/kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15HP Författare: Elma Hrnjic och Sandra Emelie Sjöström Handledare: Sofia Ulver Nyckelord: Influenceraktivism, Varumärkesaktivism, Konsumentupplevelser, Influencer, Varumärkesautenticitet Syfte: Det övergripande syftet med studien är att undersöka svenska konsumenternas upplevelse när svenska influencers engagerar varumärkesaktivism i sina kanaler på sociala medier. LÄS MER
2. Kontroll i Kaoset - En Fallstudie på Oatlys Kris- och Kommunikationsstrategier
Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Research questions: How do internal and external crisis communication interact with each other and how does this play a role in crisis management in companies that apply brand activism? Purpose: The purpose of this essay is to gain a deeper understanding of how internal and external crisis communication affect each other and how the interaction between these affect the company's crisis management. Methodology: The choice of methodology that was made was based on a hermeneutic research strategy, together with a qualitative research strategy. LÄS MER
3. “The Unveiling of Consumer Perceptions” A qualitative study on how consumers view racial representation by iconic brands
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : This thesis examines how consumers perceive race representation by iconic brands, aiming to bridge the knowledge gap in the areas of cultural branding, consumer culture, and ethics withi sustainability. Currently, there is limited research on the intersection of cultural branding and ethics within sustainability, particularly regarding racial representation. LÄS MER
4. Beyond the Target Market : Investigating the Impact of Brand Activism on Brand Authenticity and Attitude in Non-Targeted Markets
Kandidat-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälleSammanfattning : Nowadays, people around the world are connected through social networks. This hyperconnectivity implies that companies need to think about the perceptions and opinions of consumers who were not directly targeted by a campaign. LÄS MER
5. Activism, Ads & Allyship: A Quantitative Study on Corporate Social Activism Communication and its effects on Consumers
C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiSammanfattning : This thesis identifies three distinct ways in which brands communicate their socio-political activism stance. Further it analyses the effect of these types of Corporate Socio-Political Advocacy (CSA) communication on consumer perceptions and intentions. LÄS MER