Sökning: "Camille Pujol"
Hittade 1 uppsats innehållade orden Camille Pujol.
1. Green brands & Greenwashing: A narrative journey towards legitimacy
Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikationSammanfattning : The aim of this thesis is to develop knowledge and identify legitimacy attempts for green brands to construct themselves in order to circumvent greenwashing challenges. The researcher studied the promotional content of Patagonia and the Slovenia destination brand (I Feel Slovenia) based on a pragmatic and moral legitimacy framework, supported by narrative analysis. LÄS MER
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