Sökning: "ben jerry"

Visar resultat 1 - 5 av 9 uppsatser innehållade orden ben jerry.

  1. 1. "The Good Guys"

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Hanna Björkman; Aleksandra Boskovic; [2022]
    Nyckelord :Corporate Social Advocacy; opinionsbildning; varumärkeskommunikation; sociala medier; varumärkeslojalitet; woke-washing; company-cause fit; livsmedelsindustri; Social Sciences;

    Sammanfattning : Studien syftar till att öka förståelsen för det relativt nya fenomenet Corporate Social Advocacy genom att undersöka hur det kommuniceras på sociala medier idag och hur budskapen mottas av konsumenter. För att besvara studiens frågeställningar har empiriskt material samlats in i form av två virtuella kvalitativa fokusgruppsintervjuer med deltagare från två olika generationer: generation X och generation Z. LÄS MER

  3. 2. “I don't really have any interest in sales. I mean, I do…" : En jämförande kritisk diskursanalys av organisationsledares CSR-kommunikation

    Kandidat-uppsats, Uppsala universitet/Institutionen för informatik och media

    Författare :Isa Almäng; Emelie Frank; [2022]
    Nyckelord :Organizational communication; CSR; critical discourse analysis; leaders; politics; social movements; activism; Oatly; Ben Jerry’s;

    Sammanfattning : The purpose of the study is to examine how leaders within Oatly and Ben & Jerry's describe their organizations through CSR communication in relation to growing tendencies of critique against businesses. The study takes a social structuralist position based on the ideas of Michel Foucault and Norman Fairclough, analyzing the prevalence of discourses in the leaders’ language. LÄS MER

  4. 3. Millennials demand for brand activism : A qualitative studie about corporate brands using brand activism as a communication strategy to reach millennials

    Kandidat-uppsats, Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

    Författare :Fanny Backman; Fredrika Lundgren; [2021]
    Nyckelord :Brand activism; corporate brand; millennials; social media;

    Sammanfattning : The new phenomena of brand activism can be used as a communication strategy to reach consumers. The demand for brand activism has increased with the generation of millennials. This research uses a qualitative method to get a greater understanding of how companies use brand activism as a communication strategy to reach millennials. LÄS MER

  5. 4. Pride and Prejudice: a study on the various types of consumer-brand relationships that brand activism campaigns form

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Zinar Omar; Sarah Jørgensen; [2020]
    Nyckelord :Brand Activism; Marketing; Consumer-brand relationship; Societal issues; Political debates; Business and Economics;

    Sammanfattning : Title: ​Pride and Prejudice: a study on the various types of consumer-brand relationships that brand activism campaigns form. Date of the seminar: ​5th June 2020 Course: ​BUSN39 Degree Project in Global Marketing Authors: ​Sarah Jørgensen and Zinar Omar Supervisor: ​Peter Svensson Keywords: ​Brand Activism, Marketing, Consumer-brand relationship, Societal issues, Political debates Purpose: ​The purpose of this study was to understand which types of consumer-brand relationships brand activism campaigns form. LÄS MER

  7. 5. Speak up or stay quiet

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Karel Jorg William Burggraaf; Dennis Larsson Taengh; [2019]
    Nyckelord :CSR; CSM; CEO activism; brand activism; comparative CSR; social activism; political activism; brand equity; brand awareness; brand image; brand credibility; brand feelings; brand engagement; brand community; purchase intent.; Business and Economics;

    Sammanfattning : Purpose and aim – The increased polarization in society results in the fact that companies are increasingly being called upon by consumers to take a stance on controversial socio-political issues. This contemporary phenomenon is defined as CEO/brand activism, and it is particularly prevalent in the United States. LÄS MER