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Financial brands taking a stand: Exploring the impact of advertised social activism on a brand's image in the financial services sector

Kamand, Dana LU ; Kongehl, Maura Leonie and Lagler, Julia Anna (2020) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20202
Department of Business Administration
Abstract
The purpose of this research paper is to explore the perceptions of advertised social activism and its impact on a financial services sector brand's image. The study is of a qualitative and inductive nature based on literature review along with findings of 12 semi-structured interviews. This paper's findings suggest that a favourable impact of advertised social activism on consumer perceptions in visible, however, its strength is limited by the involvement of customers with the tackled social issue, the internalisation of the issue by the brand, and the perceived authenticity of the financial services sector.
Please use this url to cite or link to this publication:
author
Kamand, Dana LU ; Kongehl, Maura Leonie and Lagler, Julia Anna
supervisor
organization
course
BUSN21 20202
year
type
H1 - Master's Degree (One Year)
subject
keywords
Consumer perception, brand image, brand activism, social activism, advertising, financial services
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9032022
date added to LUP
2020-11-16 11:11:08
date last changed
2020-11-16 11:11:08
@misc{9032022,
  abstract     = {{The purpose of this research paper is to explore the perceptions of advertised social activism and its impact on a financial services sector brand's image. The study is of a qualitative and inductive nature based on literature review along with findings of 12 semi-structured interviews. This paper's findings suggest that a favourable impact of advertised social activism on consumer perceptions in visible, however, its strength is limited by the involvement of customers with the tackled social issue, the internalisation of the issue by the brand, and the perceived authenticity of the financial services sector.}},
  author       = {{Kamand, Dana and Kongehl, Maura Leonie and Lagler, Julia Anna}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{Financial brands taking a stand: Exploring the impact of advertised social activism on a brand's image in the financial services sector}},
  year         = {{2020}},
}