Sökning: "anti-brand activism"

Hittade 2 uppsatser innehållade orden anti-brand activism.

1. 1. Leveraging a Brand's Position on Opposition: An Exploratory Study of Mr Charlie's Communication to Position Itself in the Fast-Food Market

   Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Alice Ekeroth; [2023]
   Nyckelord :corporate branding; brand positioning; brand activism; anti-brand activism; brand communication; Social Sciences;

   Sammanfattning : Brand activism has emerged as a prevalent phenomenon where brands engage in socio-political issues to differentiate themselves and build stakeholder resonance. Despite its growing prominence, research on brand activism is limited, particularly in relation to brand positioning. LÄS MER

3. 2. Weapons of Brand Destruction: Exploring the different methods and strategies used by Online Anti-Brand Communities aimed to harm brands

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Andrés Emilio Garcia Raffo; Niklas Kjellander; [2022]
   Nyckelord :Brand Community; Anti-Brand Community; Brand Dislike; Consumer-activism; Business and Economics;

   Sammanfattning : Aim: The aim of this paper was to shed light on the different methods/strategies that Anti-Brand Communities (ABCs) use in order to cause harm to particular brands. Purpose: The purpose of this paper is to offer assistance to brand managers through Anti-Brand Community-insights, as a means of combating the increasingly growing number of ABCs. LÄS MER