When Business Becomes Politics - A Study of Consumers' Perceptions and Responses to Brand Activism
(2020) BUSN39 20201Department of Business Administration
- Abstract
- Thesis purpose: The purpose of this study was to gain an understanding of consumers' perceptions of the phenomenon of brand activism, and how they respond to it.
Theoretical perspective: For the theoretical foundation we drew upon the literature streams within brand activism, consumer activism and brand meaning. Based on these three literature streams we identified relevant key concepts and constructed a framework.
Methodology/empirical data: This study was conducted with a foundation of a relativism and social constructionism worldview. The research design for this study is qualitative, and adopts an abductive approach. This study begins in the existing knowledge, but further adapts by inducing the newly generated knowledge to a new... (More) - Thesis purpose: The purpose of this study was to gain an understanding of consumers' perceptions of the phenomenon of brand activism, and how they respond to it.
Theoretical perspective: For the theoretical foundation we drew upon the literature streams within brand activism, consumer activism and brand meaning. Based on these three literature streams we identified relevant key concepts and constructed a framework.
Methodology/empirical data: This study was conducted with a foundation of a relativism and social constructionism worldview. The research design for this study is qualitative, and adopts an abductive approach. This study begins in the existing knowledge, but further adapts by inducing the newly generated knowledge to a new conceptual framework from consumers' perspective. We conducted eleven semi-structured interviews aided by two advertisements conveying brand activism, in order to stimulate perceptions and responses.
Findings/conclusion: Findings in this study imply brands are not expected to engage in brand activism. However, when brands do engage in brand activism, respondents perceive it as something positive. The respondents provided inconclusive responses in relation to why it was seen as positive, thus highlighting the complexity of the phenomenon. The findings support five key concepts that affect how respondents formed perceptions: (1) self-identity, (2) brand-cause fit, (3) responsibility, (4) authenticity and (5) emotions. All key concepts should be considered as an interactive process, as they complement and enhance each other. In order for these concepts to stimulate responses among respondents, brands need to prove themselves concrete and consistent over time.
Practical implication: This study confirmed that when brand activism is conducted in the right way, it will positively influence consumers' perception. Thereby, this provides insight for marketing practitioners and managers who want to enhance their understanding of what to consider in order to implement successful environmental and social brand activism. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9017101
- author
- Broberg, Cecilie Pedersen LU and Doshoris, Ifigenia LU
- supervisor
- organization
- course
- BUSN39 20201
- year
- 2020
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand Activism, Consumer Activism, Brand Meaning, KLM, SAS
- language
- English
- id
- 9017101
- date added to LUP
- 2020-07-08 10:44:56
- date last changed
- 2020-07-08 10:44:56
@misc{9017101,
abstract = {{Thesis purpose: The purpose of this study was to gain an understanding of consumers' perceptions of the phenomenon of brand activism, and how they respond to it.
Theoretical perspective: For the theoretical foundation we drew upon the literature streams within brand activism, consumer activism and brand meaning. Based on these three literature streams we identified relevant key concepts and constructed a framework.
Methodology/empirical data: This study was conducted with a foundation of a relativism and social constructionism worldview. The research design for this study is qualitative, and adopts an abductive approach. This study begins in the existing knowledge, but further adapts by inducing the newly generated knowledge to a new conceptual framework from consumers' perspective. We conducted eleven semi-structured interviews aided by two advertisements conveying brand activism, in order to stimulate perceptions and responses.
Findings/conclusion: Findings in this study imply brands are not expected to engage in brand activism. However, when brands do engage in brand activism, respondents perceive it as something positive. The respondents provided inconclusive responses in relation to why it was seen as positive, thus highlighting the complexity of the phenomenon. The findings support five key concepts that affect how respondents formed perceptions: (1) self-identity, (2) brand-cause fit, (3) responsibility, (4) authenticity and (5) emotions. All key concepts should be considered as an interactive process, as they complement and enhance each other. In order for these concepts to stimulate responses among respondents, brands need to prove themselves concrete and consistent over time.
Practical implication: This study confirmed that when brand activism is conducted in the right way, it will positively influence consumers' perception. Thereby, this provides insight for marketing practitioners and managers who want to enhance their understanding of what to consider in order to implement successful environmental and social brand activism.}},
author = {{Broberg, Cecilie Pedersen and Doshoris, Ifigenia}},
language = {{eng}},
note = {{Student Paper}},
title = {{When Business Becomes Politics - A Study of Consumers' Perceptions and Responses to Brand Activism}},
year = {{2020}},
}