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Thematische Bibliographien / Social brand activism / Dissertationen

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Dissertationen zum Thema „Social brand activism“

Autor: Grafiati

Veröffentlicht am 24. Juni 2021

Zuletzt aktualisiert am 29. Juli 2025

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1

Backman, Fanny, and Fredrika Lundgren. "Millennials demand for brand activism : A qualitative studie about corporate brands using brand activism as a communication strategy to reach millennials." Thesis, Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-44876.

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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. The authors have chosen to study corporate brands since they have a structure within the business where everything that is communicated from the brand will be a lifelong message. This study is based on a content analysis to get a greater understanding for how brand

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Lundemo, Dahlin Emma, and Diana Araf. "How Brand Activism Affects Consumer Attitude : A study on Swedish consumers’ attitudes towards companies using brand activism, with the Black Lives Matter movement as context." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-434884.

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Black Lives Matter rörelsen engagerade människor både internationellt och nationellt under våren 2020. Företag var inte sena med att ta ställning och visa deras stöd i frågan, vilket ledde till olika typer av reaktioner bland deras konsumenter. Denna studie ämnar undersöka svenska konsumenters attityd gentemot företag som använder sig av brand activism som svar på sociala rörelser, där Black Lives Matter valts som empiriskt kontext. Studien ämnar också besvara vilka de viktigaste aspekterna bakom konsumenters attityd är. En förstudie har gjorts genom netnografi och empiri ha

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Aronsson, Henrik, and Paul Kato. "Brand activism, does it work? : A quantitative study on how advertising that contains elements of social activism affects consumer-based brand equity and how it in turn affects consumer purchasing engagement." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54508.

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Date: 3 June Level: Master Thesis in Business Administration, 15 credits Institution: School of Business, Society and Engineering, Mälardalen University Authors: Paul Kato (95/03/11) and Henrik Aronsson (95/10/29) Title: Brand Activism, does it work? Tutor: Edward Gillmore Keywords: Brand activism, brand equity, social activism, attitudes, woke washing Research questions: a. How is the consumer-based brand equity affected by a company’s use of social activism in its marketing? b. How does this in turn affect consumer purchasing engagement? Purpose: The purpose of this study is to investigate h

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Falkenstein, Luisa. "Not a Brand but a Voice : The Advertising and Activism of Oatly in Germany." Thesis, Malmö universitet, Malmö högskola, Institutionen för konst, kultur och kommunikation (K3), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-37004.

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When describing the company’s ethos and brand, the creative director of Swedish oat drink producer Oatly, John Schoolcraft, routinely declares the company’s intention to be not a brand, but a voice. As popular activist causes become utilized by companies and commodified for advertising use, identifying the ways in which communication is used to create meaning becomes a relevant skill. This thesis takes Schoolcraft’s statement as a basis of inquiry into the ways in which a company can present itself through language. Through a multimodal discourse analysis of three different semiotic materials

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Chafloque, Uyén Carlos Alberto. "Actitudes afectivas femeninas respecto al brand placement en Facebook, contextualizadas en la marcha “#NiUnaMenos”." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655982.

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El objetivo de esta investigación es analizar las actitudes afectivas de mujeres frente al uso del brand placement, en la campaña publicitaria en la red social Facebook, desarrollada para la marcha “#NiUnaMenos”. Para ello, se recurrirá a técnicas cualitativas que se apoye en entrevistas semi-estructuradas a participantes a la movilización #NiUnaMenos. El análisis se concentrará en el caso “Fashion Protest” de Oechsle, con el propósito de analizar las actitudes afectivas de las mujeres con respecto a las intervenciones publicitarias en espacios politizados como la protesta, y sobre la colabor

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6

Descouens, Margot, and Valentine Gerbault. "Generation Y’s attitude towards femvertising in cosmetics: women empowerment or purplewashing? : A mono-method qualitative study." Thesis, Umeå universitet, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-185097.

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In recent years, femvertising has become a new issue of interest for companies, specifically in areas targeting women. Indeed, some companies in the cosmetics industry, such as Dove - a pioneer in the field - have been addressing the representation of women in advertising by tackling issues of equality, inclusiveness, and self-acceptance. Defined as female empowerment advertising, femvertising remains an issue that has been little studied in the literature. While some studies conclude that such a strategy is effective on the corporate side, we want to study this issue from a consumer perspecti

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Domingues, Yvan José. "Brand activism in social media : the impact of brand activism content on Instagram engagement." Master's thesis, 2021. http://hdl.handle.net/10400.14/35743.

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Social media platforms have become central in a significant part of the population. This is especially the case for young people representing the core users of Instagram. They generate an interesting and strategical target for companies to communicate with on such a platform. Brands’ presence online as become paramount for the companies. This is why establishing a well thought communication on Instagram can be critical. On another hand, sociopolitical matters importance has been very high over the past years and attracted a lot of attention. Various companies took action and became brand activ

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Fernandes, Ana Rita Correia. "Brand activism : why is it time for brands to act?" Master's thesis, 2021. http://hdl.handle.net/10400.14/34796.

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Brand Activism has generated interest from companies and their stakeholders around the world and more and more companies are positioning themselves for a variety of social, political, economic and/or environmental causes with the aim to improve the world. This research outlines the management perspective of Brand Activism and its main objective is to discover and analyze the main motivations for managers and marketers to involve their brands in activism by examining and interpreting the decision-making process of company leaders through ten in-depth interviews. The study leads to the conclusio

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Vasiukov, Denis. "Corporate social responsibility in customer-based brand equity: general customers perception of «activia» brand." Master's thesis, 2017. http://hdl.handle.net/10198/14668.

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Mestrado APNOR<br>Corporate Social Responsibility (CSR) is an open and transparent business practices. It is the method based on moral values and respect to staff, community and environment. Corporate social responsibility is scheduled because it is the result of stable values for society in general and for shareholders more specifically (Esmaeilpour & Barjoei, 2016). Nowadays corporations are seriously engaged with CSR initiatives leading to positive social change. CSR norms and codes of conduct outlined by leading branded global corporate actors are a pre-requisite for an entry into ma

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Como, Fabrizio. "The effect of brand activism and perceived political orientation on brands in the era of socio-political consumption." Master's thesis, 2021. http://hdl.handle.net/10071/24209.

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The present study intends to analyse the effects of brand activism and perceived political orientation (PPO) on brands in the era we’re living in, which is characterized by consumption behaviour that is influenced by socio-political aspects. Focusing on the brand’s perspective, in the current study, the effects of brand activism and PPO were measured in terms of their effects on consumers’ brand advocacy, brand attitude, and overall brand equity (OBE). Additionally, considering the topic under analysis, the present study also evaluates whether these effects are influenced by consumers’ politic

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11

Mendonça, Ana Rita de Olival. "Consumer-brand engagement in OTC medication: Can pharmaceutical companies increase brand usage intentions by improving perceived social media activity?" Master's thesis, 2020. http://hdl.handle.net/10071/21452.

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The rise in social media brought enormous challenges and opportunities for companies. These platforms can help increase consumer engagement and allow companies to monitor and analyse consumer generated content, using that information to enhance consumers’ brand perception. Hence, it becomes imperative for companies to be able to provide effective social media marketing communications. However, there are some sectors that are unable to do it as efficiently as others. This difficulty is reflected in the pharmaceutical sector, as consumers are less willing to follow this type of brands on

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12

高婉毓. "The Study of the Relationship among Social Media Usage, Brand Image and Activity Participation: A Case of Nonprofit Social Welfare Organizations’ Facebook Fan Page." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/brw326.

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Grzybczyk, Julia. "Fashion and diversity politics: what are consumers´ attitudes and expectations towards diversity and inclusion of fashion brands?" Master's thesis, 2021. http://hdl.handle.net/10362/130978.

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This paper studies the relationship between fashion and diversity politics, namely the capacity of fashion brands to respond, engage and influence diversity issues. Based on the literature review, the research explores historical correlations between fashion and activism. The main purpose of this Work Project is to examine attitudes and expectations of consumers towards diversity and inclusion of fashion brands today. The research methodology involved data collection via an online survey and data analysis in SPSS program. The Work Project identifies the influence of diversity on consume

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Marques, Mariana dos Santos Rodrigues Reboredo. "The impact of luxury and performance associations of sports brands on self-esteem and motivation to practise physical activity." Master's thesis, 2021. http://hdl.handle.net/10400.14/35677.

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This dissertation investigates how performance and luxury associations of sports brands impact consumers’ self-esteem and motivation to practise physical activity. Previous research suggests that performance brands increase consumers’ self-esteem. We theorize that luxury associations of sports brands will allow for a similar effect in self-esteem and that the combination of both associations in the same sports brand will result in a combination of the individual effects, resulting in greater self-esteem when compared to the isolated associations. Additionally, we propose that luxury and perfor

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15

Neumaier, Alexandra. "Brand personality and provocative crisis communication : a case study on True Fruits." Master's thesis, 2021. http://hdl.handle.net/10400.14/37116.

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Provocation is a commonly used strategy in advertising to get a target group’s attention. Recently, communication practitioners have observed that some brands implemented a provocative approach to crisis communication. However, little is known about the effectiveness of this type of strategy, and its consequences for a brand’s reputation. This dissertation explored this phenomenon through a scientific case study on the German smoothie brand true fruits, which repeatedly implemented a provocative crisis communication strategy in the past. The aim of this research is to explore consequence

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16

Loureiro, Filipa Aguiar. "The implications on customer brand perceptions of merger & acquisition activity in the luxury industry." Master's thesis, 2014. http://hdl.handle.net/10400.14/16636.

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The growing tendency of luxury brands to concentrate within multibrand conglomerates, in contrast with the increasing customer demand for brand identity and unique experiences, leads to a growing interest on understanding how customers react to the integration of several luxury brands under the same corporate parent. The present study intends to decipher existent and post integration brand perceptions through the measurement of customer-based brand equity (CBBE) and four of its most consensual dimensions in literature: Brand Awareness, Brand Associations, Perceived Quality and Brand Loya

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17

Krchová, Eva. "Green communication: případová studie na outdoorové oděvní firmě Patagonia Inc." Master's thesis, 2019. http://www.nusl.cz/ntk/nusl-404725.

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Tato diplomová práce, Byla, nebyla jedna firma, a ta se jmenovala Patagonie, se zabývá případovou studií outdorové značky Patagonia a jejích aktivistických transmediálních obsahových projektů, s důrazem na nejaktuálnější kampaň značky: Zachraňte Bears Ears. Park Bears Ears je obdobou české chráněné krajinné oblasti, jejíž status ale současný americký prezident Donald Trump nedávno neautorizovaně sebral. Zatímco se firma zabývá výrobou a prodejem kvalitního outdoorového oblečení, tak se Patagonie ve stejnou dobu také aktivně angažuje do veřejného dění. Firma informuje své zákazníky zejména

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18

Campos, Catarina. "The influence of sports events endorsement on children’s perceptions of healthy food products and brands." Master's thesis, 2016. http://hdl.handle.net/10362/17199.

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Field lab in marketing: Children consumer behaviour<br>This study aims to explore and evaluate the impact of sports marketing on children’s food choices, more specifically, how different sports marketing strategies on healthy cereals targeted to children can have an impact on their attitudes towards the product and the brand, and on the way they perceive the importance of healthy food consumption and physical activity. For that purpose, two different strategies were tested: a customized package of healthy cereals: CornFlakes and a fictitious agreement between a brand and a club to promote the

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