It’s Time To Become Brave - The Phenomenon of Social Brand Activism
(2019) BUSN39 20191Department of Business Administration
- Abstract
- Purpose - Since the phenomenon of social brand activism is an emerging concept in literature and considered as a differentiation strategy for corporate brands, the purpose of this study is to evaluate the impact of social brand activism on the different brand personality dimensions. In addition, the study aims to examine if a high brand-cause fit enhances the effectiveness of social brand activism.
Methodology - To achieve the purpose of this paper, three suitable social brand activism advertisements around the sportswear industry were identified. Within the scope of an experimental research design, the effectiveness of social brand activism on brand personality dimensions was measured by conducting an online questionnaire. Through the... (More) - Purpose - Since the phenomenon of social brand activism is an emerging concept in literature and considered as a differentiation strategy for corporate brands, the purpose of this study is to evaluate the impact of social brand activism on the different brand personality dimensions. In addition, the study aims to examine if a high brand-cause fit enhances the effectiveness of social brand activism.
Methodology - To achieve the purpose of this paper, three suitable social brand activism advertisements around the sportswear industry were identified. Within the scope of an experimental research design, the effectiveness of social brand activism on brand personality dimensions was measured by conducting an online questionnaire. Through the survey, it was further tested whether the perceived brand-cause fit is able to act as a moderator.
Findings - The results revealed that social brand activism has an impact on six of the seven tested brand personality dimensions. The authors contribute to the existing theory by verifying that social brand activism has a positive influence on brand personality. In terms of the brand- cause fit, results revealed that in some cases the brand-cause fit might act as moderator by influencing the effectiveness of social brand activism either positively or negatively whereas in other cases, it might not have a significant role in the interplay. These contradictory results are in line with the findings of previous studies. The paper further provides practical implications for managers and marketers aiming to enhance their corporate brand by implementing social brand activism advertisements.
Originality - The paper contributes to a growing field of interest regarding social brand activism by providing a comprehensive framework illustrating the extent to which the dimensions of brand personality are influenced by social brand activism. Since no previous study on the influence of social brand activism has been carried out, it is the first of its kind. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8983571
- author
- Bruder, Carolin LU and Lübeck, Helena LU
- supervisor
- organization
- alternative title
- Understanding the Impact of Social Brand Activism on Sports Brands Personality
- course
- BUSN39 20191
- year
- 2019
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Social Brand Activism, Brand Personality, Brand Activism, Brand-Cause Fit, Source Credibility, Company Motives, Sportswear Brands
- language
- English
- id
- 8983571
- date added to LUP
- 2019-08-09 09:32:55
- date last changed
- 2019-08-09 09:32:55
@misc{8983571,
abstract = {{Purpose - Since the phenomenon of social brand activism is an emerging concept in literature and considered as a differentiation strategy for corporate brands, the purpose of this study is to evaluate the impact of social brand activism on the different brand personality dimensions. In addition, the study aims to examine if a high brand-cause fit enhances the effectiveness of social brand activism.
Methodology - To achieve the purpose of this paper, three suitable social brand activism advertisements around the sportswear industry were identified. Within the scope of an experimental research design, the effectiveness of social brand activism on brand personality dimensions was measured by conducting an online questionnaire. Through the survey, it was further tested whether the perceived brand-cause fit is able to act as a moderator.
Findings - The results revealed that social brand activism has an impact on six of the seven tested brand personality dimensions. The authors contribute to the existing theory by verifying that social brand activism has a positive influence on brand personality. In terms of the brand- cause fit, results revealed that in some cases the brand-cause fit might act as moderator by influencing the effectiveness of social brand activism either positively or negatively whereas in other cases, it might not have a significant role in the interplay. These contradictory results are in line with the findings of previous studies. The paper further provides practical implications for managers and marketers aiming to enhance their corporate brand by implementing social brand activism advertisements.
Originality - The paper contributes to a growing field of interest regarding social brand activism by providing a comprehensive framework illustrating the extent to which the dimensions of brand personality are influenced by social brand activism. Since no previous study on the influence of social brand activism has been carried out, it is the first of its kind.}},
author = {{Bruder, Carolin and Lübeck, Helena}},
language = {{eng}},
note = {{Student Paper}},
title = {{It’s Time To Become Brave - The Phenomenon of Social Brand Activism}},
year = {{2019}},
}