Stakeholders’ perceptions of purpose-driven brands: The case of Nike’s “Dream Crazy” advertising campaign
(2020) SKOM12 20201Department of Strategic Communication
- Abstract
- The present study aims to contribute to the research on stakeholders’ perceptions of brands that take a stand on social issues and by doing so, express their social brand purpose. Social brand purpose is at the core of a brand, and it reflects the brand’s ideal as well as intent to make people’s lives better. To explore how stakeholders perceive stances on social issues that are taken by purpose-driven brands as well as what motives they attribute to such brands, the present study uses the theory of dramatism and the correspondent inference theory. It is designed as a qualitative single-case study that analyzes stakeholders’ perceptions of Nike’s motives behind the “Dream Crazy” advertising campaign, which they have expressed on Twitter.... (More)
- The present study aims to contribute to the research on stakeholders’ perceptions of brands that take a stand on social issues and by doing so, express their social brand purpose. Social brand purpose is at the core of a brand, and it reflects the brand’s ideal as well as intent to make people’s lives better. To explore how stakeholders perceive stances on social issues that are taken by purpose-driven brands as well as what motives they attribute to such brands, the present study uses the theory of dramatism and the correspondent inference theory. It is designed as a qualitative single-case study that analyzes stakeholders’ perceptions of Nike’s motives behind the “Dream Crazy” advertising campaign, which they have expressed on Twitter. With the help of the developed theoretical framework as well as pentadic analysis, netnography, and qualitative content analysis, the present research provides an insight both into Nike’s motives for taking a stand as well as into how these motives and the stand have been perceived by its stakeholders. The results show that Nike’s stakeholders have attributed the company exclusively with internal (or true) motives. In addition, these true motives have appeared to be more complex than the dichotomy of being altruistic or egoistic, as the stakeholders have positively perceived the fact that Nike’s revenues have increased after the release of the “Dream Crazy” advertisement. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9014959
- author
- Aniskova, Anastasiia LU
- supervisor
- organization
- course
- SKOM12 20201
- year
- 2020
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Social purpose, Brand purpose, Motives, Perceptions, Nike, Colin Kaepernick
- language
- English
- id
- 9014959
- date added to LUP
- 2021-02-01 09:31:47
- date last changed
- 2021-02-01 09:31:50
@misc{9014959,
abstract = {{The present study aims to contribute to the research on stakeholders’ perceptions of brands that take a stand on social issues and by doing so, express their social brand purpose. Social brand purpose is at the core of a brand, and it reflects the brand’s ideal as well as intent to make people’s lives better. To explore how stakeholders perceive stances on social issues that are taken by purpose-driven brands as well as what motives they attribute to such brands, the present study uses the theory of dramatism and the correspondent inference theory. It is designed as a qualitative single-case study that analyzes stakeholders’ perceptions of Nike’s motives behind the “Dream Crazy” advertising campaign, which they have expressed on Twitter. With the help of the developed theoretical framework as well as pentadic analysis, netnography, and qualitative content analysis, the present research provides an insight both into Nike’s motives for taking a stand as well as into how these motives and the stand have been perceived by its stakeholders. The results show that Nike’s stakeholders have attributed the company exclusively with internal (or true) motives. In addition, these true motives have appeared to be more complex than the dichotomy of being altruistic or egoistic, as the stakeholders have positively perceived the fact that Nike’s revenues have increased after the release of the “Dream Crazy” advertisement.}},
author = {{Aniskova, Anastasiia}},
language = {{eng}},
note = {{Student Paper}},
title = {{Stakeholders’ perceptions of purpose-driven brands: The case of Nike’s “Dream Crazy” advertising campaign}},
year = {{2020}},
}