Brand activism is an increasingly significant theme in business and marketing research. The purpose of this study was to explore consumers' perceptions and expectations of authentic brand activism and to provide a practical guide for brands considering incorporating brand activism into their strategies. This study drew upon the theories of brand authenticity and brand activism, and employed a qualitative research methodology, using focus groups with consumers to gain in-depth insights. The findings reveal that consumers' perceptions of authentic brand activism are shaped by three key antecedents: the brand’s heritage and reputation, the transparency of information provided about the brand's activism efforts, and the inclusion of a clear call-to-action. These findings suggest that brands can enhance the perceived authenticity of their activism efforts by ensuring consistency with their established values and history, prioritizing transparency in their communication, and incorporating a clear call-to-action. Brands can use these insights to develop more effective brand activism strategies, thereby increasing their chances of resonating with consumers and avoiding potential backlash.

Previous research has proven that perceived Brand Authenticity functions as a differentiator, which brands can use to stand out in today’s marketplace. However, few studies have investigated whether it is possible for brands to become more profitable by utilizing their authenticity. This thesis therefore investigates the relationship between the two branding concepts Brand Authenticity and Customer-Based Brand Equity (CBBE). An explanatory survey study is made on the Swedish retail clothing industry, which measures the effect of the Brand Authenticity associations Continuity, Originality, Trustworthiness, Genuineness, Heritage, and Symbolism on the CBBE outcomes (1) consumers’ willingness to pay a price premium, (2) recommend a brand, and (3) buy a brand before other brands. The results show that while some Brand Authenticity associations increase the CBBE outcomes, others seem to give no effect and some even to undermine them. If brand managers of authentic brands wish to increase their value sales through price premiums and increase volume sales through increased purchases, they should focus on communicating Symbolism, Originality and Genuineness. If decreased marketing costs through word of mouth is the goal, brand recommendations can be achieved through communicating Trustworthiness as well. However, Continuity and Heritage should be avoided in all brand communication if increased profits is the primarily goal.

Background: In the digital era, the streetwear fashion industry has undergone significanttransformation due to the rise of social media. Traditional marketing methods have shiftedtowards direct consumer engagement through digital platforms, where brand authenticity andexclusivity are crucial for maintaining perceived value and consumer loyalty. Streetwearfashion, rooted in urban subcultures, relies heavily on these elements to establish and maintainits brand identity.Purpose: This thesis aims to critically examine how streetwear fashion brands utilize socialmedia to manage the authenticity paradox while driving exclusivity. It investigates the impactof these strategies on consumer behavior and brand loyalty within digital spaces.Method: The research employs a qualitative, exploratory design within an interpretivistparadigm. Data was collected through semi-structured interviews with a purposive sample of12 participants, including influencers, brand managers, and consumers actively engaged withstreetwear brands on social media. Thematic analysis was used to identify key patterns andinsights from the data.Conclusion: The findings reveal that streetwear brands effectively use social media to projectauthenticity through transparent communication and cultural engagement, while strategicexclusivity is maintained through limited releases and exclusive collaborations. Thesestrategies not only enhance perceived brand value but also foster strong community ties andconsumer loyalty. The study highlights the importance of balancing authenticity withexclusivity to navigate the competitive digital landscape and sustain brand appeal

Background: In the topic of marketing, Artificial Intelligence has a tremendous influence on social media. Deepfake technology which is a product of Generative Artificial Intelligence (GAI) is the tool that simplifies the creation of hyper-realistic videos. In general, this technology has been used in identification thefts, pornographic, propaganda, and spreading misinformation. Thus, this study wonders about the possibility of using this technology in marketing. Therefore, this study focuses on Consumer perception connected to concepts such as Consumer attitude, Consumer trust, and Brand authenticity  Purpose: The purpose of this study is to explore how customer attitude, consumer trust, and brand authenticity are influenced by deepfake videos to understand consumer perceptions towards deepfake videos.  Methodology: This abductive master’s thesis employed a qualitative approach to collect empirical data. Drawing inspiration from semi-structured interviews, questions were formulated for use in five focus groups comprising a total of 24 participants. Thematic analysis was employed as the research methodology to code and categorize the transcriptions. The data obtained from the focus groups were transcribed and coded using Delvetool.  Findings: Consumer perception on the use of deepfake technology in marketing, noting both opportunities and concerns. While deepfake offers potential for brand expansion and streamlined content creation, its illegal use poses societal risks. Participants expressed mixed feelings about deepfake technology, finding it both impressive and daunting. For marketing, deepfake simplifies content creation but must be used legally and aligned with brand identity. Transparency and credibility are crucial to shaping consumer attitudes and trust, which in turn affect brand authenticity. Misuse of deepfake content can harm brand image and credibility, leading to negative consumer perceptions and behaviors. Ultimately, whether perceived positively or negatively, deepfake use influences consumer behavior, either fostering brand loyalty or eroding trust and advocacy.

Cette thèse de doctorat étudie la réponse des consommateurs à la longévité brandée de la marque. En particulier, on explore l'effet de la longévité brandée de la marque sur la fluidité du traitement et la familiarité de la marque dans diverses conditions. Comment réagissent les consommateurs lorsqu'une marque indique sa date de création sur un emballage ou une publicité ? Comment leurs réactions diffèrent­elles en fonction de leur niveau d’implication avec le produit ou de la congruence entre la catégorie de produit et la longévité de la marque? Cette thèse identifie les processus psychologiques qui se produisent lors de l'exposition à la longévité brandée de la marque afin d'expliquer l'effet de la longévité de la marque sur le consommateur. La longévité brandée de la marque est censée susciter une réaction positive chez le consommateur, telle que la confiance dans la marque et la crédibilité de la marque. Cette thèse examine les mécanismes psychologiques qui expliquent ces effets. La fluidité du traitement est considérée comme le cadre théorique pouvant expliquer ces effets. Un modèle démontre que celle­ci est le médiateur entre l’effet de la longévité brandée de la marque et la familiarité de la marque. Ce modèle prend en compte des effets modérateurs tels que l’implication envers le produit et la congruence. / This doctoral dissertation examines consumer response to branded longevity. In particular, it explores the effect of branded longevity on processing fluency and brand familiarity under various conditions. How do consumers react when a brand indicates its founding date on a package or advertisement? How do their reactions differ according to their level of involvement with the product or the congruence between the product category and branded longevity? This thesis identifies the psychological processes that occur during exposure to branded longevity in order to explain the effect of the longevity of the brand on the consumer. Branded longevity is argued to positively influence marketing variables, such as brand confidence and brand credibility. This thesis examines the psychological mechanisms that explain these effects. Processing fluency is considered as the theoretical framework that can explain these effects. Our model shows that processing fluency mediates the effect of branded longevity on brand familiarity. This model takes into account moderating effects such as product involvement and congruence.

Dada la internalización y normalización de los estándares de belleza que implantan un tipo de cuerpo ideal para todas las mujeres en la actualidad, y el crecimiento de una población más consciente sobre aquello que es real o no, el movimiento Body Positive se mantiene luchando contra los cánones clásicos de belleza que parecen no dejar de expandirse, optando por representar al cuerpo de la mujer como bello, sin importar el aspecto, color, talla,etc. Por lo que el presente trabajo analiza la influencia de esta representación del cuerpo bajo la tendencia Body Positive en la percepción de autenticidad de marca. De esta forma, y bajo el análisis de literatura, se busca analizar a las marcas que han optado por una estrategia publicitaria Body Positive y sus repercusiones a nivel de usuario. Así mismo, cómo estas repercusiones podrían estar vinculadas directamente con la percepción de una marca como auténtica y/o real. De la misma forma, se estudia los aspectos de una posible marca auténtica y cómo podría afectar esto en el comportamiento del consumidor. / Given the internalization and normalization of beauty issues that implant an ideal body type for all women today, and the growth of a population more aware of what is real or not, the Positive Body movement continues to fight against classic canons of beauty that seem to not stop expanding, choosing to represent the woman's body as beautiful, regardless of appearance, color, size, etc. So the present work analyzes the influence of this representation of the body under the positive body trend in the perception of brand authenticity. In this way, and under the analysis of literature, we seek to analyze the brands that have opted for a positive body public strategy and its repercussions at the user level. Likewise, how these repercussions can be directly linked to the perception of a brand as authentic and / or real. In the same way, study the aspects of a possible authentic brand and how this could affect consumer behavior. / Trabajo de investigación

Este estudio analiza cómo son utilizados los recursos verbo-visuales del ciberartivismo, fenómeno que combina el arte y activismo como trasformador social en la red, y cómo se desenvuelven en la estrategia digital publicitaria de Project Pietà para promover identidad en sus consumidores. Esta marca de moda presenta un concepto artístico y socialmente comprometido al trabajar con personas privadas de su libertad. Se optó por una metodología cualitativa, donde a través de la técnica de muestreo por bola de nieve se realizaron 20 entrevistas semiestructuradas a jóvenes trabajadores y consumidores de la marca entre los 25 a 34 años. El estudio concluye que el ciberartivismo no se desenvuelve únicamente como parte de una estrategia publicitaria, en cambio, posee la capacidad de ser la estrategia per se de la marca. La autenticidad y representatividad son los pilares que promueven la identidad en sus consumidores, quienes edifican sus identidades personales y refuerzan el de la marca anunciante construyendo un terreno de percepciones favorables. / This study analyzes how the verb-visual resources of cyber-activism are used, a phenomenon that combines art and activism as a social transformer on the Internet, and how they develop in Project Pietà's digital advertising strategy to promote identity in its consumers. This fashion brand presents an artistic and socially committed concept when working with people deprived of their freedom. A qualitative methodology was chosen, where through the snowball sampling technique 20 semi-structured interviews were conducted with young workers and consumers of the brand between 25 and 34 years old. The study concludes that cyber-activism does not develop solely as part of an advertising strategy, instead, it has the ability to be the brand's strategy per se. Authenticity and representativeness are the pillars that promote identity in its consumers, build their personal identities and reinforce that of the advertising brand, building a terrain of favorable perceptions. / Tesis

El presente trabajo tiene como principal objetivo dar a conocer e investigar la relación que existe entre la autenticidad de marca, confianza en la marca y valor percibido con la intención que tienen los consumidores de comprar bebidas no alcohólicas. Además, se identificará la relevancia, los alcances y las limitaciones que se puedan encontrar dentro del mismo, en el contexto actual peruano. Como parte de la investigación se expondrán las características más relevantes de cada una de las variables en mención que influyen en el consumidor al momento de querer realizar una compra de bebidas no alcohólicas. Asimismo, se mostrarán los cambios y crecimiento que ha venido teniendo esta categoría en el mercado peruano. Para ello, a partir de la información recaudada en las distintas investigaciones encontradas, he podido identificar los papers con mayores semejanzas a mi tema y poder comprender el valor que tienen las variables elegidas en el proceso de decisión de compra. / The main objective of this work is to publicize and investigate the relationship between brand authenticity, brand trust and perceived value with the intention of consumers to buy non-alcoholic beverages. In addition, it will identify the relevance, scope and limitations that can be found within it, in the current Peruvian context. As part of the research, the most relevant characteristics of each of the variables mentioned that influence the consumer when they want to make a purchase of non-alcoholic beverages will be exposed. Likewise, the changes and growth that this category has had in the Peruvian market will be shown. To do this, from the information collected in the different investigations found, I have been able to identify the papers with the most similarities to my topic and be able to understand the value of the variables chosen in the purchase decision process. / Trabajo de investigación