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Varumärkesaktivism som verktyg : En kvalitativ studie om varumärkesaktivism och varumärkesidentitetens roll i kampanjer / Brand activism as a tool : A qualitative study of brand activism and the role of brand identity in campaigns

The trend to take a stand in campaigns has been identified as an upcoming phenomenon and the term brand activism has been discovered in the context. One of the challenges that brands are facing is to keep the core identity and at the same time communicate responsible positions that consumers demand without getting inauthentic. Since little or no research has been done from the brand's perspective the study has found a research gap that could be filled by examining how their brand identity and political or social messages affect their campaigns. The purpose of the study is to look at three brands and their campaigns in relation to their brand identity and their role within the campaigns. Furthermore, the study investigates if there are any connections between brands taking a stand and brand activism. To achieve the aim of this research, a qualitative method has been conducted based on semi-structured interviews with three types of brands and an expert in communication. The results showed that brand activism in some cases has been used as a tool for brands to challenge structures and cause a dialogue, but the result also identified how brands manage to stay authentic while communicating societal issues.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:su-199165
Date January 2021
CreatorsThordén, Emilia, Sagebrand, Nina, Lindenhall, Beatrice
PublisherStockholms universitet, Företagsekonomiska institutionen
Source SetsDiVA Archive at Upsalla University
LanguageSwedish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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