Sökning: "Purpose-Driven Advertising"

Visar resultat 1 - 5 av 6 uppsatser innehållade orden Purpose-Driven Advertising.

  1. 1. Stakeholders’ perceptions of purpose-driven brands: The case of Nike’s “Dream Crazy” advertising campaign

    Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Anastasiia Aniskova; [2020]
    Nyckelord :Social purpose; Brand purpose; Motives; Perceptions; Nike; Colin Kaepernick; Social Sciences;

    Sammanfattning : The present study aims to contribute to the research on stakeholders’ perceptions of brands that take a stand on social issues and by doing so, express their social brand purpose. Social brand purpose is at the core of a brand, and it reflects the brand’s ideal as well as intent to make people’s lives better. LÄS MER

  3. 2. Mad Men: Masculinity and Advertising in the #MeToo Era - A Quantitative Study of Men's Responses to Purpose-Driven Advertising that Challenges Traditional Masculinity

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Julia Zilkens; Sarah Wiggins; [2019]
    Nyckelord :Purpose-Driven Advertising; Non-Stereotypical Advertising; #MeToo Movement; Masculinity; Social Effects;

    Sammanfattning : Existing research shows that non-stereotypical advertising generates positive brand-related and social effects. However, there is limited research on non-stereotypical portrayals of masculinity and on non-stereotypical advertising that includes an overt call for social change. LÄS MER

  4. 3. PURPOSE + PRODUCT = PURCHASE? Om effektskillnader mellan syftesdriven marknadsfo ring med varuma rke alternativt produkt i fokus i reklamen

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

    Författare :My Persson; Oscar Dieden; [2019]
    Nyckelord :purpose-driven marketing; purpose-driven advertising; brand-related effects; brand vs. product; environmentally conscious consumers;

    Sammanfattning : Purpose-driven marketing, where companies aim to take individual and/or social responsibility, has in recent years taken a more central role in marketing. While vast literature about Corporate Social Responsibility exists, research on the effects of purpose-driven marketing is scarce. LÄS MER

  5. 4. Kvinnans framställning i feministisk marknadsföring - En kvalitativ dokumentstudie av tre syftesdrivna reklamfilmer

    Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Matilda Persson; Josefin Rönnerhed; Linn Grevstig; [2019]
    Nyckelord :Syftesdriven marknadsföring; feministisk marknadsföring; stereotyper; motstereotyper; Business and Economics;

    Sammanfattning : Syfte: Syftet med denna kvalitativa dokumentstudie är att beskriva samt bidra med en ökad förståelse kring hur kvinnan framställs i reklamfilmer producerade av varumärken med ett feministiskt ställningstagande. Metod: Studien utgörs av en kvalitativ dokumentstudie av tre skilda reklamfilmer. LÄS MER

  7. 5. Advertising for a good cause or simply good advertising? A quantitative study of the brand-related and social effects of purpose-driven advertising claims.

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Författare :Stina Hansson; Greta Linander; [2018]
    Nyckelord :Purpose-driven advertising; Goodvertising; CSR advertising; Social effects of advertising; Value theory;

    Sammanfattning : Brands frequently engage in purpose-driven advertising where they promote a social issue, often without communicating any information about related CSR activities. Still, little is known about the effects of such purpose-driven advertising claims, both on the brands engaging in such advertising (brand-related effects) and the societies in which it is present (social effects). LÄS MER