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Study the social context initiating brand activism and explore the significant components of effective brand activism as well as its pitfalls.

Nguyen, Quang LU and Farmakidis, David LU (2021) BUSN21 20212
Department of Business Administration
Abstract
Brands are entering a time where brand activism and political activism in which they state their beliefs affect consumer purchasing decisions instead of having, as opposed to traditional brand product marketing. Brands are more pressured to take a stand on any social issue and voice they’re donating to matter. The purpose of this paper is to examine the social context initiating such activism and explore the significant components of an effective brand activism as well as its pitfalls.
Please use this url to cite or link to this publication:
author
Nguyen, Quang LU and Farmakidis, David LU
supervisor
organization
course
BUSN21 20212
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand Activism, political activism, cause-related marketing, woke-washing
language
English
id
9067987
date added to LUP
2021-11-22 10:03:48
date last changed
2021-11-22 10:03:48
@misc{9067987,
  abstract     = {{Brands are entering a time where brand activism and political activism in which they state their beliefs affect consumer purchasing decisions instead of having, as opposed to traditional brand product marketing. Brands are more pressured to take a stand on any social issue and voice they’re donating to matter. The purpose of this paper is to examine the social context initiating such activism and explore the significant components of an effective brand activism as well as its pitfalls.}},
  author       = {{Nguyen, Quang and Farmakidis, David}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Study the social context initiating brand activism and explore the significant components of effective brand activism as well as its pitfalls.}},
  year         = {{2021}},
}