Financial brands taking a stand: Exploring the impact of advertised social activism on a brand's image in the financial services sector
(2020) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20202Department of Business Administration
- Abstract
- The purpose of this research paper is to explore the perceptions of advertised social activism and its impact on a financial services sector brand's image. The study is of a qualitative and inductive nature based on literature review along with findings of 12 semi-structured interviews. This paper's findings suggest that a favourable impact of advertised social activism on consumer perceptions in visible, however, its strength is limited by the involvement of customers with the tackled social issue, the internalisation of the issue by the brand, and the perceived authenticity of the financial services sector.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9032022
- author
- Kamand, Dana LU ; Kongehl, Maura Leonie and Lagler, Julia Anna
- supervisor
-
- Frans Melin LU
- organization
- course
- BUSN21 20202
- year
- 2020
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Consumer perception, brand image, brand activism, social activism, advertising, financial services
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 9032022
- date added to LUP
- 2020-11-16 11:11:08
- date last changed
- 2020-11-16 11:11:08
@misc{9032022, abstract = {{The purpose of this research paper is to explore the perceptions of advertised social activism and its impact on a financial services sector brand's image. The study is of a qualitative and inductive nature based on literature review along with findings of 12 semi-structured interviews. This paper's findings suggest that a favourable impact of advertised social activism on consumer perceptions in visible, however, its strength is limited by the involvement of customers with the tackled social issue, the internalisation of the issue by the brand, and the perceived authenticity of the financial services sector.}}, author = {{Kamand, Dana and Kongehl, Maura Leonie and Lagler, Julia Anna}}, language = {{eng}}, note = {{Student Paper}}, series = {{LBMG Strategic Brand Management - Masters Paper Series}}, title = {{Financial brands taking a stand: Exploring the impact of advertised social activism on a brand's image in the financial services sector}}, year = {{2020}}, }