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Closing the loop: A study of Brand Activism in the Fashion Industry

Tran, Thi Hong Anh LU ; Sayd, Maria Guadalupe LU and Van Dijkman, Sebastian LU (2021) BUSN21 20212
Department of Business Administration
Abstract (Swedish)
Implications: The study provides practical implications for brand managers at fashion companies that wish to improve their branding and sustainable strategy while aligning with consumers’ value. The proposed framework recommends several strategies for handling image-vision gap.
Abstract
Purpose: This paper aims to analyse how brand activism is performed in two fashion companies: H&M and Patagonia. Additionally, it examines if there is a gap between brand vision and brand image of these brands regarding activism.
Abstract
Methodology: A mixed approach is adopted, where we focus on a qualitative case study of the two brands’ activism and a quantitative customer survey. The case study follows a deductive approach, using a mix of two theories (‘progressive vs. regressive’ and core value gap) as the basis to develop arguments. A survey is also sent out, to analyse customers’ perception of brand activism within these two brands.
Abstract
Findings: We found that both companies have a proactive and progressive brand activism approach, yet H&M has a more negative customers’ perception compared to Patagonia. It was found that there is a value gap between brand vision and brand image, whereas in Patagonia’s case these values align.
Abstract
Original/Value: This paper contributes to the narrow body of research on a complex phenomenon: brand activism and customers’ perception. It presents a new framework for analysing the relationship between the brand vision and brand image. Furthermore, it compares and contrasts the brand activism of two different fashion companies.
Please use this url to cite or link to this publication:
author
Tran, Thi Hong Anh LU ; Sayd, Maria Guadalupe LU and Van Dijkman, Sebastian LU
supervisor
organization
course
BUSN21 20212
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand Activism, Brand Image, Brand Vision, Brand and Market Orientation, Core value gap
language
English
id
9068382
date added to LUP
2021-11-22 14:15:04
date last changed
2021-11-22 14:15:04
@misc{9068382,
  abstract     = {{Original/Value: This paper contributes to the narrow body of research on a complex phenomenon: brand activism and customers’ perception. It presents a new framework for analysing the relationship between the brand vision and brand image. Furthermore, it compares and contrasts the brand activism of two different fashion companies.}},
  author       = {{Tran, Thi Hong Anh and Sayd, Maria Guadalupe and Van Dijkman, Sebastian}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Closing the loop: A study of Brand Activism in the Fashion Industry}},
  year         = {{2021}},
}