Sambandet mellan CSR och varumäkeslegitimitet

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. Furthermore, the study adopts an abductive approach and a hermeneutic perspective. Finally, thematic analysis is used as the analytical method. Theoretical perspectives: The theoretical framework of the thesis focuses on brand social responsibility (CSR), the connection between brands and CSR, and how consumers perceive such initiatives in communication. The study also addresses the concept of legitimacy and its various forms, particularly in relation to brands and consumer perception. Lastly, the institutional theory is employed through the concepts of isomorphism and decoupling. Results: The communication of CSR initiatives' impact on the legitimacy of fashion brands within the industry is found to be dependent on several factors, including credibility, transparency, and timing. Among these factors, a paradox related to CSR and consumption can be identified, where the CSR initiatives of brands appear to generate increased consumption, thereby contributing to enhanced brand legitimacy. Another nuanced phenomenon that emerged is consumers' skepticism and cynicism towards brands' more frequent CSR campaigns, as it seems to potentially harm their legitimacy. Conclusions: The perspective offered by the study consists of consumers' perception of brand communication regarding CSR, which constitutes the current contribution to knowledge by providing a more nuanced understanding of the consumer perspective.