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Does “wokeness” build a strong brand identity? Gain the responsible consumer and lose the masses?

Bengtsson, Adam LU ; Johansson, Emma LU and Odd, Elsa LU (2024) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20242
Department of Business Administration
Abstract
Purpose: The purpose of this paper is to analyze the effect woke marketing has on the consumer and the effect it has on the brand’s identity
Methodology: The research paper uses a qualitative approach, including both primary and secondary data collection. The primary data was collected through six semi-structured interviews examining brand identity, woke culture and brand versus market orientation, and the secondary data was collected through the literature review.
Findings: The study found that woke marketing is generally well-received if it appears authentic and aligns with a brand’s values and identity. Forced or insincere efforts can, however, lead to perceptions of “woke-washing”, eroding consumer trust. Brands must carefully... (More)
Purpose: The purpose of this paper is to analyze the effect woke marketing has on the consumer and the effect it has on the brand’s identity
Methodology: The research paper uses a qualitative approach, including both primary and secondary data collection. The primary data was collected through six semi-structured interviews examining brand identity, woke culture and brand versus market orientation, and the secondary data was collected through the literature review.
Findings: The study found that woke marketing is generally well-received if it appears authentic and aligns with a brand’s values and identity. Forced or insincere efforts can, however, lead to perceptions of “woke-washing”, eroding consumer trust. Brands must carefully integrate inclusivity to resonate with target audiences without alienating others.
Original/value: This article explores a new, relevant and unexplored topic. The discourse around wokeness is heavily discussed, although little academic research has been done on this topic.
Keywords: Authenticity, Brand Identity, Brand Loyalty, Brand Orientation, Market Orientation, Wokeness, Woke Marketing.
Paper type: Research paper (Less)
Please use this url to cite or link to this publication:
author
Bengtsson, Adam LU ; Johansson, Emma LU and Odd, Elsa LU
supervisor
organization
course
BUSN21 20242
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Authenticity, Brand Identity, Brand Loyalty, Brand Orientation, Market Orientation, Wokeness, Woke Marketing
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9178012
date added to LUP
2024-11-18 15:33:37
date last changed
2024-11-18 15:33:37
@misc{9178012,
  abstract     = {{Purpose: The purpose of this paper is to analyze the effect woke marketing has on the consumer and the effect it has on the brand’s identity
Methodology: The research paper uses a qualitative approach, including both primary and secondary data collection. The primary data was collected through six semi-structured interviews examining brand identity, woke culture and brand versus market orientation, and the secondary data was collected through the literature review. 
Findings: The study found that woke marketing is generally well-received if it appears authentic and aligns with a brand’s values and identity. Forced or insincere efforts can, however, lead to perceptions of “woke-washing”, eroding consumer trust. Brands must carefully integrate inclusivity to resonate with target audiences without alienating others. 
Original/value: This article explores a new, relevant and unexplored topic. The discourse around wokeness is heavily discussed, although little academic research has been done on this topic. 
Keywords: Authenticity, Brand Identity, Brand Loyalty, Brand Orientation, Market Orientation, Wokeness, Woke Marketing. 
Paper type: Research paper}},
  author       = {{Bengtsson, Adam and Johansson, Emma and Odd, Elsa}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{Does “wokeness” build a strong brand identity? Gain the responsible consumer and lose the masses?}},
  year         = {{2024}},
}