Sökning: "corporate activism"

Visar resultat 1 - 5 av 42 uppsatser innehållade orden corporate activism.

1. 1. Activism, Ads & Allyship: A Quantitative Study on Corporate Social Activism Communication and its effects on Consumers

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

   Författare :Disha Monga; Vaaruni Venkatesh; [2023]
   Nyckelord :corporate socio-political activism; brand activism; woke-washing; CSA advertising; consumer-brand alignment;

   Sammanfattning : This thesis identifies three distinct ways in which brands communicate their socio-political activism stance. Further it analyses the effect of these types of Corporate Socio-Political Advocacy (CSA) communication on consumer perceptions and intentions. LÄS MER

3. 2. 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

4. 3. The consumer perspective of brand activism : A qualitative study of how consumers view brand activism and the genuineness of it

   Master-uppsats, Stockholms universitet/Marknadsföring

   Författare :Nadezda Pavlovica; Jeannie Lendeng; [2023]
   Nyckelord :Brand activism; consumer perception; brand resonance; sociopolitical issues; brand-cause fit; brand authenticity;

   Sammanfattning : Upon Russia’s invasion of Ukraine and the outbreak of war in early 2022, brands around the world took a stand to mark their position against Russia and in support of Ukraine. Even brands that did not have any direct ties to Russia or any involvement in the conflict distanced themselves from being associated with Russia by ceasing operations, stopping sales, or changing brand names. LÄS MER

5. 4. ALL BARK NO BITE? An explorative case study of BrewDog's Corporate Political Advocacy campaign

   Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Olivia Dinér; Alice Sävman; [2023]
   Nyckelord :Corporate Political Advocacy; Authenticity; Woke-washing; Entrepreneurial Leadership; CEO Activism; Challenger Brand; BrewDog; Social Sciences;

   Sammanfattning : In times of political divisiveness, Corporate Political Advocacy (CPA) has emerged as a commonly used communication strategy whereby brands voice support for socio-political issues. Despite its increasing prominence, research of CPA in the field of strategic communication is scarce. LÄS MER

7. 5. "Take a stand or stay seated": A framework of essential prerequisites for companies considering whether or not to implement a Brand Activism strategy

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Mathea Talene Herzberg; Louisa Krischkowsky; Julius Grigaliunas; [2023]
   Nyckelord :Brand Activism; Brand Management; Corporate Social Responsibility; Business and Economics;

   Sammanfattning : Purpose: Brand Activism is a phenomenon that only recently became an area of greater interest. The aim of this paper is to follow a call for research and develop a framework that aids brand managers and other decision makers to identify essential prerequisites that their brand should have in place to increase the likelihood for successful Brand Activism. LÄS MER