Sökning: "Perceived brand authenticity"

Visar resultat 11 - 15 av 36 uppsatser innehållade orden Perceived brand authenticity.

1. 11. Please talk, but say nothing. A qualitative study examining the perception of brand activism in a woke-washing context

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Sandra Cavalli-Björkman; Towa Hedelin; [2022]
   Nyckelord :Brand activism; Brand authenticity; Woke-washing; Woke; Social Media;

   Sammanfattning : Today everyone is a politician. We communicate our thoughts, ideas and values with each other at an exorbitant rate and magnitude through social media. Following this wave of social awareness, it has become more important that the brands we shop at support our values and beliefs. LÄS MER

3. 12. Real or Fake? The Thin Line Between Consumers’ Perceived Brand Authenticity and Scepticism

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Sabrina Lungwitz; Maja Sjöstrand; [2022]
   Nyckelord :Socio-Political Activism; Brand Activism; Brand Authenticity; Brand Scepticism; Incumbent Brands; Challenger Brands; Cosmetics Industry; Business and Economics;

   Sammanfattning : Thesis Purpose: The aim of this study is to gain a nuanced understanding of consumers’ perceived authenticity of incumbent and challenger brands in the cosmetics industry. To examine the phenomenon, four brands from two different sectors within the cosmetics industry are investigated. LÄS MER

4. 13. The Odd Couple

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Jesper Gunnarsson; Lukas Morneweg; [2022]
   Nyckelord :Unconventional Brand Collaborations; perceived fit; brand partnerships; consumer culture perspective; Gen Z; Business and Economics;

   Sammanfattning : The purpose of this research is to explore the phenomenon of Unconventional Brand Collaborations from a consumer culture perspective and discover the factors that make them appealing to Gen Z. Hence, this study aims to give another perspective than the one given by previous literature on brand collaborations, which emphasizes the need for a high perceived fit between the parent brands. LÄS MER

5. 14. Making tradition sustainable: How consumers make sense of NIVEA’s sustainability communication

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Lisa Winnenburg; [2022]
   Nyckelord :Perceived Brand Authenticity; Sustainability Communication; Sense- making Theory; Consumer Perspective; Global Brand; Social Sciences;

   Sammanfattning : With the growing concern about the environment, consumers become more critical in their consumption and almost every organization communicates its sustainability efforts. However, not in every case do consumers believe in sustainability claims. LÄS MER

7. 15. 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