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Visar resultat 1 - 5 av 53 uppsatser som matchar ovanstående sökkriterier.

1. 1. Exploring Audience Perception of a Cause-Related Sponsorship Campaign : The Case of Hummel and the Danish National Football TeamDuring The 2022 FIFA World Cup

   Kandidat-uppsats,

   Författare :Franciska Kószás; Patricia Tudesko; [2023]
   Nyckelord :Corporate social responsibility; cause-related marketing; cause-related marketing campaign; Hummel; The 2022 FIFA World Cup; Qatar; Reddit; online community; audience perception; case study; content analysis;

   Sammanfattning : Background: There has been a noticeable growth in the use of sponsorships and corporate social responsibility in the world of professional sports, especially in football. This phenomenon is not particularly surprising given that modern companies are forced to compete for the attention of more socially conscious audiences. LÄS MER

3. 2. Small Purchases Make A Big Difference

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

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

   Sammanfattning : 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. LÄS MER

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

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

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

   Sammanfattning : 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. LÄS MER

5. 4. Kan man köpa sig en ny mansroll?

   Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Johanna Sellin; Malin Larsson; [2021]
   Nyckelord :hegemonic masculinity; gender stereotypes; counter-stereotypes; advertisement; cause related marketing; consumer behaviour; identity creation; Social Sciences;

   Sammanfattning : Reklam existerar i nästan alla människors liv och företag kan genom sin marknadsföring vara en bidragande faktor till vilka normer som accepteras av samhället. Att undersöka attityder kring hur reklam kan påverka män och kvinnors identitet är således relevant eftersom vi lever i en konsumentkultur där kommersiella resurser är med och skapar våra identiteter. LÄS MER

7. 5. Do They Practice What They Preach? : A quantitative study on how Generation Z’s purchase intention is affected by four CRM factors

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Emma Gerhardsson; Ida Bergh; Supakarn Thongpitaks; [2021]
   Nyckelord :Cause-Related Marketing; Generation Z; Communication; Purchase Intention; Cause Involvement; Message; Perceived Cause Fit; Donation Size;

   Sammanfattning : Background: Cause-Related Marketing (CRM) is a popular marketing strategy where companies through this communication contribute to causes and engage their consumers by donating when they purchase a product and an amount of the revenue goes to charities. The concept has been divided into four different factors, being cause involvement, message, perceived cause fit and donation size. LÄS MER