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How does taking a political or social stance influence the way consumers form associations and expectations of a brand?

Casey, Lauren LU ; Bjerström, Ellen LU and Bekes, Max Johan LU (2025) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20252
Department of Business Administration
Abstract
Purpose: This paper aims to uncover the associations and expectations consumers develop from
a brand taking a political or social stance. We build upon existing literature to offer managers, and
the research field, valuable insights to bridge the knowledge gap on what to consider before taking
a stance. This paper guides the reader through a set of key considerations to evaluate before taking
actions that could harm an organization’s brand image.
Research question: How does taking a political or social stance influence the way consumers form
associations and expectations of a brand?
Methodology: In this paper we build on existing literature using a qualitative approach with the
data collection of three focus groups. Each group was... (More)
Purpose: This paper aims to uncover the associations and expectations consumers develop from
a brand taking a political or social stance. We build upon existing literature to offer managers, and
the research field, valuable insights to bridge the knowledge gap on what to consider before taking
a stance. This paper guides the reader through a set of key considerations to evaluate before taking
actions that could harm an organization’s brand image.
Research question: How does taking a political or social stance influence the way consumers form
associations and expectations of a brand?
Methodology: In this paper we build on existing literature using a qualitative approach with the
data collection of three focus groups. Each group was composed of six to eight political science
and marketing students. The groups were presented with cases of Ben & Jerry’s and Nike with
their political marketing campaigns, taking clear stances in political and social matters.
Findings: Our findings highlight the importance of authenticity in politically or socially loaded
messages from brands, as well as how they align with their image and identity. Additionally, brand
associations have been proven to be more challenging as consumers expect more from brands in
this generation. Therefore, we came up with a set of five “W-questions” that can be used as a guide
before taking a stance in political and social matters.
Original/value: The paper provides value by extending the existing literature and guides managers
and research within political marketing. Our study contributes findings on how politically charged
advertising affects consumers' associations and expectations. This bridges the gap in the literature
rather than filling the gap completely. (Less)
Please use this url to cite or link to this publication:
author
Casey, Lauren LU ; Bjerström, Ellen LU and Bekes, Max Johan LU
supervisor
organization
course
BUSN21 20252
year
type
H1 - Master's Degree (One Year)
subject
keywords
Political Marketing, Brand Identity, Brand Image, Brand Associations
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9214406
date added to LUP
2025-11-12 11:28:07
date last changed
2025-11-12 11:28:07
@misc{9214406,
  abstract     = {{Purpose: This paper aims to uncover the associations and expectations consumers develop from
a brand taking a political or social stance. We build upon existing literature to offer managers, and
the research field, valuable insights to bridge the knowledge gap on what to consider before taking
a stance. This paper guides the reader through a set of key considerations to evaluate before taking
actions that could harm an organization’s brand image.
Research question: How does taking a political or social stance influence the way consumers form
associations and expectations of a brand?
Methodology: In this paper we build on existing literature using a qualitative approach with the
data collection of three focus groups. Each group was composed of six to eight political science
and marketing students. The groups were presented with cases of Ben & Jerry’s and Nike with
their political marketing campaigns, taking clear stances in political and social matters.
Findings: Our findings highlight the importance of authenticity in politically or socially loaded
messages from brands, as well as how they align with their image and identity. Additionally, brand
associations have been proven to be more challenging as consumers expect more from brands in
this generation. Therefore, we came up with a set of five “W-questions” that can be used as a guide
before taking a stance in political and social matters.
Original/value: The paper provides value by extending the existing literature and guides managers
and research within political marketing. Our study contributes findings on how politically charged
advertising affects consumers' associations and expectations. This bridges the gap in the literature
rather than filling the gap completely.}},
  author       = {{Casey, Lauren and Bjerström, Ellen and Bekes, Max Johan}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{How does taking a political or social stance influence the way consumers form associations and expectations of a brand?}},
  year         = {{2025}},
}