All publicitet är bra publicitet, eller? : En kvalitativ studie om hur företagsimage påverkas av negativ publicering

Detta är en Kandidat-uppsats från Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

Författare: Dennis Mikkelsen; Sabina Andersson; Tobias Gustafsson; [2022]

Nyckelord: Image; CSR; Lojalitet;

Sammanfattning: Date: 2022-01-12 Level: Bachelor thesis in Business administration, 15 cr Academy: School of Business, Society and Engineering, Mälardalen University Authors: Sabina Andersson, Tobias Gustafsson, Dennis Mikkelsen Title: All publicity is good publicity, right? - A qualitative study of how corporate image is affected by negative publicity. Tutor: Ulf Andersson Keywords: Brand image, corporate identity, negative publicity, loyalty. Research questions: • How is brand image affected by companies’ negative actions? • How is customer loyalty affected by a deteriorating brand image? Purpose: The purpose of the study is to investigate whether the consumers image of a company changes as a result of negative publicity. Specifically, when a company's identity does not match their actions. The study also aims to investigate whether loyalty changes in cases where the image has been negatively affected. Method: This study was conducted using a qualitative method and with the help of individual interviews. Eight respondents participated and the interviews lasted between 40-60 minutes, in a semi-structured way. The questions were categorized in advance, but there was room for follow-up questions. All interviews were recorded, transcribed, and then analyzed using selected theories. Conclusion: The study found that the brand image changes as a result of negative publicity about companies. It was shown that it was worse in cases where companies lied and claimed to work in a specific way, for example with social responsibility, but then did not do so. However, a negative change in the image showed no major change in loyalty. Negative actions by the company affect the image that consumers have of them, but not to the extent that they would refrain from making a purchase. Factors such as price, quality and availability outweighed how companies work and are managed.

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