Sökning: "Nina Sagebrand"

Hittade 1 uppsats innehållade orden Nina Sagebrand.

  1. 1. Varumärkesaktivism som verktyg : En kvalitativ studie om varumärkesaktivism och varumärkesidentitetens roll i kampanjer

    Kandidat-uppsats, Stockholms universitet/Företagsekonomiska institutionen

    Författare :Emilia Thordén; Nina Sagebrand; Beatrice Lindenhall; [2021]
    Nyckelord :Brand activism; brand identity; advertising campaigns; strategic communications; authenticity; woke washing; Varumärkesaktivism; varumärkesidentitet; reklamkampanj; strategisk kommunikation; autenticitet;

    Sammanfattning : The trend to take a stand in campaigns has been identified as an upcoming phenomenon and the term brand activism has been discovered in the context. One of the challenges that brands are facing is to keep the core identity and at the same time communicate responsible positions that consumers demand without getting inauthentic. LÄS MER