Beyond Skin: Unveiling the Cultural Impact on Ethical Skincare Brand Marketing through a Comparative Case Study
(2024) BUSN39 20241Department of Business Administration
- Abstract (Swedish)
- Thesis purpose: The purpose of this study is to understand how national culture plays a role
in consumer perceptions through a comparative case study of three different ethical skincare
brands from three different countries.
Methodology: This study makes use of a qualitative research method, data collection is done
through semi-structured mediated interviews of 20 participants from 14 different countries.
Theoretical perspective: Theoretical perspectives for this research include a relativist
ontology approach and a social constructionist stance of Epistemology.
Empirical data: The findings are based on data collected from participants after a 3-day
interaction period with the brands. This includes their views and opinions on... (More) - Thesis purpose: The purpose of this study is to understand how national culture plays a role
in consumer perceptions through a comparative case study of three different ethical skincare
brands from three different countries.
Methodology: This study makes use of a qualitative research method, data collection is done
through semi-structured mediated interviews of 20 participants from 14 different countries.
Theoretical perspective: Theoretical perspectives for this research include a relativist
ontology approach and a social constructionist stance of Epistemology.
Empirical data: The findings are based on data collected from participants after a 3-day
interaction period with the brands. This includes their views and opinions on the three
skincare brands and their perceptions of different cultural factors and themes.
Findings/conclusions: We conclude that national culture has demonstrated its lasting hold on
consumer perceptions, even within this fairly new realm of ethical skincare brand marketing.
We believe that culture is in our DNA and shapes our perception and behaviour. It’s real
people who consume, therefore, our individual decisions are important.
Practical implications: The practical implication of this study is to provide some input to
ethical brands in developing marketing strategies that can be globally and locally relevant.
Understanding how cultural factors influence consumer perceptions can help brands tailor
their messages to better resonate with local audiences.
Keywords: Ethical Skincare, Marketing and Communication, National Culture, Consumer
Perception. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9162439
- author
- Owoturo, Moboluwarin LU and Mendoza, Daniela LU
- supervisor
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Ethical Skincare, Marketing and Communication, National Culture, Consumer Perception.
- language
- English
- id
- 9162439
- date added to LUP
- 2024-06-25 13:24:01
- date last changed
- 2024-06-25 13:24:01
@misc{9162439,
abstract = {{Thesis purpose: The purpose of this study is to understand how national culture plays a role
in consumer perceptions through a comparative case study of three different ethical skincare
brands from three different countries.
Methodology: This study makes use of a qualitative research method, data collection is done
through semi-structured mediated interviews of 20 participants from 14 different countries.
Theoretical perspective: Theoretical perspectives for this research include a relativist
ontology approach and a social constructionist stance of Epistemology.
Empirical data: The findings are based on data collected from participants after a 3-day
interaction period with the brands. This includes their views and opinions on the three
skincare brands and their perceptions of different cultural factors and themes.
Findings/conclusions: We conclude that national culture has demonstrated its lasting hold on
consumer perceptions, even within this fairly new realm of ethical skincare brand marketing.
We believe that culture is in our DNA and shapes our perception and behaviour. It’s real
people who consume, therefore, our individual decisions are important.
Practical implications: The practical implication of this study is to provide some input to
ethical brands in developing marketing strategies that can be globally and locally relevant.
Understanding how cultural factors influence consumer perceptions can help brands tailor
their messages to better resonate with local audiences.
Keywords: Ethical Skincare, Marketing and Communication, National Culture, Consumer
Perception.}},
author = {{Owoturo, Moboluwarin and Mendoza, Daniela}},
language = {{eng}},
note = {{Student Paper}},
title = {{Beyond Skin: Unveiling the Cultural Impact on Ethical Skincare Brand Marketing through a Comparative Case Study}},
year = {{2024}},
}