Sökning: "Perceived brand authenticity"

Visar resultat 1 - 5 av 22 uppsatser innehållade orden Perceived brand authenticity.

  1. 1. The Authentic Activist: Examining the antecedents of the perceived authenticity of brand activism

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Jakob Ferenius; Victoria Kotras; [2021]
    Nyckelord :Authenticity of Brand Activism; Brand Activism; Authenticity; Perception of Authenticity; Antecedents of Authenticity; Judgement of Truth; Marketing Scepticism; Socio-political Issues; Business and Economics;

    Sammanfattning : Purpose: The study aimed to investigate which antecedents affect consumers’ perception of the authenticity of brand activism. Methodology: The study followed a deductive approach. LÄS MER

  2. 2. Is it too late now to say sorry? : A descriptive research on how brands' responses towards sexism advertisements affect consumers' attitudes.

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

    Författare :Ellinor Larsson; Lovisa Ferngren; [2021]
    Nyckelord :Sexism advertising; Image repair strategy; denial; evasion of responsibility; reduction of offensives; corrective action; mortification; Attitudes; affect; behaviour; cognition;

    Sammanfattning : Background: Brands that decide to publish sexist advertisements can generate issues for the company, as well as the perception the consumer has of the brand can become negative. This as consumers form attitudes towards the brand’s delivered communication which influence the overall evaluation the consumer has towards the brand. LÄS MER

  3. 3. Är varumärken de nya politikerna? : En kvalitativ studie om olika generationers upplevelse av brand activism i förpackningsdesign

    M1-uppsats, Södertörns högskola/Företagsekonomi; Södertörns högskola/Företagsekonomi

    Författare :Lisa Fransson Gustavsson; Emma Lindmark; [2021]
    Nyckelord :;

    Sammanfattning : This study investigates how different generations interpret the marketing strategy of brand activism through packaging design. This marketing strategy is a relatively new one, and refers to corporations that engage and take stances in current political causes. LÄS MER

  4. 4. UEFAs stolpträff i varumärkeskommunikationen - En kvalitativ analys av könsinkluderande omprofilering i digital varumärkeskommunikation

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Björn Kristjansson; Oscar Mellbourn; [2021]
    Nyckelord :varumärkeskommunikation; varumärkesstrategi; genus; feministisk teori; idrott; ingroup; outgroup; socialsemiotik; UEFA; Social Sciences;

    Sammanfattning : A dynamic society with shifting ideals puts pressure on organisations to continuously change. Brands with strong associations of conservative values therefore find themselves in a paradoxical situation with public demand for a change in core values and organisational segments previously associated with success. LÄS MER

  5. 5. Perfectly imperfect - A comparison of female millennial consumers’ perceptions towards ‘Brand Activist Aspirants’ and ‘Authentic Brand Activists’ in the lingerie market

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Eileen Marlena Kersten; Lieke Theadora Adriana Brinkhof; [2021]
    Nyckelord :social brand activism; consumers’ perceptions; authenticity; female millennials; Authentic Brand Activist; Brand Activist Aspirant; Business and Economics;

    Sammanfattning : Purpose: The purpose of this study is to comprehend female millennial consumers’ perceptions towards lingerie brands that are categorised as ‘Brand Activist Aspirants’ compared to ‘Authentic Brand Activists’. Methodology: As this research focuses on studying consumers’ perceptions, a subjective social constructionist view was taken. LÄS MER