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Brand Activism in Traditional Company’s Marketing Communication and its Influence on Brand Reputation

Dittmer, Marie LU and Emtö, Anna LU (2019) BUSN39 20191
Department of Business Administration
Abstract (Swedish)
This research aims to provide insights for both academia and marketing practitioners regarding traditional companies and the implementation of brand activism within marketing communication. Firstly, by exploring consumer perception in the context of Gillette’s commercial “We Believe”, and secondly by investigating the influence of said perceptions on the brand’s reputational capital. Furthermore, the study adapts to an ideographic, relativistic and social-constructionist research philosophy, as this is argued of being suitable due to its emphasis on individuals’ perspectives and the very many perspectives. Thus, the study utilizes a qualitative form, by conducting semi-structured interviews in order to explore consumer perceptions in... (More)
This research aims to provide insights for both academia and marketing practitioners regarding traditional companies and the implementation of brand activism within marketing communication. Firstly, by exploring consumer perception in the context of Gillette’s commercial “We Believe”, and secondly by investigating the influence of said perceptions on the brand’s reputational capital. Furthermore, the study adapts to an ideographic, relativistic and social-constructionist research philosophy, as this is argued of being suitable due to its emphasis on individuals’ perspectives and the very many perspectives. Thus, the study utilizes a qualitative form, by conducting semi-structured interviews in order to explore consumer perceptions in connection to brand activism marketing communication. Reputation is argued as accumulated through a dialogue between various stakeholders, however, this study is limited to consumers, classified as Millennials. Furthermore, the study is limited to marketing communication in the case context of Gillette’s commercial: “We Believe: The best a man can be”. Lastly, the discussion of CSR is limited, as the emphasis lies on brand activism. The main findings of our research illustrate the following key themes; consumer connection towards the brand, the importance of authenticity, consumers demand for transparency, brand alignment, the ‘woke’ trend and the role of brands as advocates. In terms of brand activism communication, consistency was seen as substantial as it allows a higher sense of credibility and authenticity. In addition, a long-term perspective should be utilized in connection to authentic perception and communication effect. Moreover, the emotional connection was indicated and thus placing emphasis on brand alignment as well as brand ulterior motive. Concerning brand reputation various aspects were highlighted regarding consumer perceptions. Furthermore, the empowered consumer of the digitized society is influential concerning the development of a brand as well as brand reputation. Therefore, this study offers originality in highlighting key aspects for effective brand activism marketing communication as well as indicating possible implications concerning brand reputation. (Less)
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author
Dittmer, Marie LU and Emtö, Anna LU
supervisor
organization
alternative title
A qualitative study of consumer perceptions in the case of Gillette’s commercial “We Believe: The Best a Man can Be”
course
BUSN39 20191
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand Management, Reputation Management, Brand Activism, Brand Communication, Millennials
language
English
id
8989445
date added to LUP
2019-09-25 13:55:37
date last changed
2019-09-25 13:55:37
@misc{8989445,
  abstract     = {This research aims to provide insights for both academia and marketing practitioners regarding traditional companies and the implementation of brand activism within marketing communication. Firstly, by exploring consumer perception in the context of Gillette’s commercial “We Believe”, and secondly by investigating the influence of said perceptions on the brand’s reputational capital. Furthermore, the study adapts to an ideographic, relativistic and social-constructionist research philosophy, as this is argued of being suitable due to its emphasis on individuals’ perspectives and the very many perspectives. Thus, the study utilizes a qualitative form, by conducting semi-structured interviews in order to explore consumer perceptions in connection to brand activism marketing communication. Reputation is argued as accumulated through a dialogue between various stakeholders, however, this study is limited to consumers, classified as Millennials. Furthermore, the study is limited to marketing communication in the case context of Gillette’s commercial: “We Believe: The best a man can be”. Lastly, the discussion of CSR is limited, as the emphasis lies on brand activism. The main findings of our research illustrate the following key themes; consumer connection towards the brand, the importance of authenticity, consumers demand for transparency, brand alignment, the ‘woke’ trend and the role of brands as advocates. In terms of brand activism communication, consistency was seen as substantial as it allows a higher sense of credibility and authenticity. In addition, a long-term perspective should be utilized in connection to authentic perception and communication effect. Moreover, the emotional connection was indicated and thus placing emphasis on brand alignment as well as brand ulterior motive. Concerning brand reputation various aspects were highlighted regarding consumer perceptions. Furthermore, the empowered consumer of the digitized society is influential concerning the development of a brand as well as brand reputation. Therefore, this study offers originality in highlighting key aspects for effective brand activism marketing communication as well as indicating possible implications concerning brand reputation.},
  author       = {Dittmer, Marie and Emtö, Anna},
  keyword      = {Brand Management,Reputation Management,Brand Activism,Brand Communication,Millennials},
  language     = {eng},
  note         = {Student Paper},
  title        = {Brand Activism in Traditional Company’s Marketing Communication and its Influence on Brand Reputation},
  year         = {2019},
}