Sökning: "Woke-Washing"

Visar resultat 11 - 15 av 25 uppsatser innehållade ordet Woke-Washing.

1. 11. Brand activism som marknadsföringsstrategi : En fallstudie av Oatlys visuella kommunikation

   Kandidat-uppsats, Malmö universitet/Fakulteten för kultur och samhälle (KS)

   Författare :Naemi Grässer; [2022]
   Nyckelord :Brand activism; Oatly; marketing strategy; authentic brand activism; brand authenticity; woke washing;

   Sammanfattning : With social movements like Black Lives matter, #MeToo and Fridays For Future on the rise consumers expect companies to take a stand on these socio-political topics. A new marketing strategy, called brand activism is used to communicate brands values and actions. LÄS MER

3. 12. 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

4. 13. Woke-washing and Corporate Social Responsibility in the Global South: A Structured Literature Review

   Kandidat-uppsats, Södertörns högskola/Institutionen för naturvetenskap, miljö och teknik

   Författare :Malin Thorslund; [2022]
   Nyckelord :Woke-washing; Corporate Social Responsibility; Developing countries; Global south; Intersectionality; Border thinking;

   Sammanfattning : Woke-washing gives companies the possibility to take advantage of the consumers social, environmental, and political values to improve business. In contrast to corporate social responsibility (CSR) and green-washing, woke-washing is a new term in the global north andthere is a lack of understanding to what extent it is relevant to the global south contexts. LÄS MER

5. 14. Hur återskapas förtroende och autenticitet efter woke washing? En studie om hur värderingsdrivna varumärken kan återskapa konsumenters förtroende och upplevelse av autenticitet efter en förtroendekris.

   Kandidat-uppsats, Göteborgs universitet/Företagsekonomiska institutionen

   Författare :Amalia Lövstrand; Sofia Hellsing; [2021-02-11]
   Nyckelord :;

   Sammanfattning : .... LÄS MER

7. 15. Brand activism, does it work? : A quantitative study on how advertising that contains elements of social activism affects consumer-based brand equity and how it in turn affects consumer purchasing engagement

   Magister-uppsats, Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

   Författare :Henrik Aronsson; Paul Kato; [2021]
   Nyckelord :Brand activism; brand equity; consumer-based brand equity; social activism; woke washing;

   Sammanfattning : Date: 3 June Level: Master Thesis in Business Administration, 15 credits Institution: School of Business, Society and Engineering, Mälardalen University Authors: Paul Kato (95/03/11) and Henrik Aronsson (95/10/29) Title: Brand Activism, does it work? Tutor: Edward Gillmore Keywords: Brand activism, brand equity, social activism, attitudes, woke washing Research questions: a. How is the consumer-based brand equity affected by a company’s use of social activism in its marketing? b. LÄS MER