"Gör det rätta gör slut med Cloetta"
(2014) SKOK01 20141Department of Strategic Communication
- Abstract
- Anti-branding is a phenomenon more and more commonly used to aim criticism toward companies. Despite this, research in the area of anti-branding is scarce. The purpose of this study is to contribute research on the topic by examining how an organization can work with an anti-branding campaign against a company in order to influence and actuate change. The study is based on a qualitative case study, where the empirical evidence was gathered by semi-structured interviews, qualitative content analysis and an online observation. The results show that an anti-branding campaign is an efficient tool to influence and actuate change. Anti-branding makes it possible for an organization to redefine a brand and assign negative associations to it. The... (More)
- Anti-branding is a phenomenon more and more commonly used to aim criticism toward companies. Despite this, research in the area of anti-branding is scarce. The purpose of this study is to contribute research on the topic by examining how an organization can work with an anti-branding campaign against a company in order to influence and actuate change. The study is based on a qualitative case study, where the empirical evidence was gathered by semi-structured interviews, qualitative content analysis and an online observation. The results show that an anti-branding campaign is an efficient tool to influence and actuate change. Anti-branding makes it possible for an organization to redefine a brand and assign negative associations to it. The study has also shown that an antibranding campaign can create involvement on social media and thus create pressure from the consumers. New digital tools, most prominent the social network Facebook, allow organizations to be interactive with its publics and invite them to be co-creators of anti-branding campaigns and their message. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4465024
- author
- Bringel, Axel LU and Jonsson, Klara LU
- supervisor
- organization
- course
- SKOK01 20141
- year
- 2014
- type
- M2 - Bachelor Degree
- subject
- keywords
- anti-branding, culture jamming, varumärkesmotstånd, varumärken, påverkansarbete, sociala medier, strategisk kommunikation.
- language
- Swedish
- id
- 4465024
- date added to LUP
- 2014-06-13 09:25:28
- date last changed
- 2014-09-04 08:36:23
@misc{4465024, abstract = {{Anti-branding is a phenomenon more and more commonly used to aim criticism toward companies. Despite this, research in the area of anti-branding is scarce. The purpose of this study is to contribute research on the topic by examining how an organization can work with an anti-branding campaign against a company in order to influence and actuate change. The study is based on a qualitative case study, where the empirical evidence was gathered by semi-structured interviews, qualitative content analysis and an online observation. The results show that an anti-branding campaign is an efficient tool to influence and actuate change. Anti-branding makes it possible for an organization to redefine a brand and assign negative associations to it. The study has also shown that an antibranding campaign can create involvement on social media and thus create pressure from the consumers. New digital tools, most prominent the social network Facebook, allow organizations to be interactive with its publics and invite them to be co-creators of anti-branding campaigns and their message.}}, author = {{Bringel, Axel and Jonsson, Klara}}, language = {{swe}}, note = {{Student Paper}}, title = {{"Gör det rätta gör slut med Cloetta"}}, year = {{2014}}, }