Sökning: "brand legitimacy"

Visar resultat 1 - 5 av 73 uppsatser innehållade orden brand legitimacy.

  1. 1. Sambandet mellan CSR och varumäkeslegitimitet

    Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Agnes Hofer; Emma Lange; Paola Lindell; [2023]
    Nyckelord :CSR communication; consumer perspective; brand legitimacy; fast fashion; fast furniture.; Business and Economics;

    Sammanfattning : Research question: How does the communication of CSR strategies impact the legitimacy of fashion brands from a consumer perspective? Purpose: The purpose of the report is to examine whether the communication of CSR strategies influences the legitimacy of fashion brands from a consumer perspective. Methodology: The study utilizes a qualitative research approach based on three conducted focus group interviews, employing convenience sampling. LÄS MER

  3. 2. How to Make a Narrative Fly?

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Kevin Fritz; [2023]
    Nyckelord :Brand legitimacy; discursive theory; lexical choices; semiotic resources; narrative; multimodal critical discourse analysis; SAS; storytelling; strategic communication; digital media; Social Sciences;

    Sammanfattning : The airline industry has been heavily affected by crises that have occurred in the last years. By using the theory of brand legitimacy and storytelling, a multimodal critical discourse analysis was conducted. 2020 is a year by many seen as a paradigm shift, due to the Covid-19 pandemic. LÄS MER

  4. 3. Social Brand Activism in a Changing Environment - A Qualitative Case Study on how Sportswear Organizations navigate Social Brand Activism whilst remaining Authentic

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

    Författare :Lovisa Bivstedt; Miranda Sjöqvist; [2023]
    Nyckelord :Sportswear Organisations; Social Brand Activism; Navigation; Woke Washing; Disclosure;

    Sammanfattning : Through a qualitative study, this thesis aims to investigate how sportswear companies navigate in the new complex field of social brand activism while remaining authentic to their customers and stakeholders. The thesis is conducted in a case study setting, where a total of nine interviews were executed. LÄS MER

  5. 4. En kommun bland andra? : En fallstudie av Skellefteå kommuns självpresentation

    Kandidat-uppsats, Umeå universitet/Institutionen för kultur- och medievetenskaper

    Författare :August Brommare Magnefors; [2023]
    Nyckelord :Skellefteå kommun; platsmarknadsföring; platsvarumärke; varumärke; organisatorisk legitimitet; isomorfi; anseendehantering; marknadsföringskultur; diskursteori; hållbarhet; tillväxt;

    Sammanfattning : Title: A municipality among others? A case study of Skellefteå kommuns selfpresentation This essay is a case study aimed to explore how a Swedish municipality portrait itself in its external communication. Increased competition due to bigger autonomy have made it more important for Swedish municipalities to appear attractive in relation to businesses, investors and potential immigrants. LÄS MER

  7. 5. Victoria's Secrets försök till omprofilering : En fallstudie om att förändra ett varumärke

    Kandidat-uppsats, Södertörns högskola/Institutionen för samhällsvetenskaper

    Författare :Vendela Ström; Nathalie Bchara; [2023]
    Nyckelord :Brand identity; Brand image; Rebranding; Brand Legitimacy; Woke Washing; Advertising; Stereotypes; Representation; Victoria’s Secret; Semiotics; Varumärkesidentitet; Varumärkesbild; Omprofilering av ett varumärke; Varumärkeslegitimitet; Reklam; Stereotyper; Representation; Victoria’s Secret; Semiotik;

    Sammanfattning : A strong brand is a valuable asset for modern companies. Victoria’s Secret is an American lingerie company that has had a well established and successful brand for years. However, the company’s net sales and market share have been decreasing since 2016. LÄS MER