Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Brands taking a stand: The meaning of brand activism from a consumer perspective

Valls i Cunillera, Clara LU (2022) SKOM12 20221
Department of Strategic Communication
Abstract
Every year more and more brands are deciding to show their values by taking an active role and taking a stand for social and political causes. Among them, fashion brands stand out as it is an industry that is often in the spotlight due to social and environmental scandals. Recently, research has focused on studying what kind of messages work best for brands but little attention has been placed on understanding how consumers form their opinions about this phenomenon. This study aims to gain more knowledge about the sensemaking process of young consumers about fashion brands that take a stand on social and political issues. To address this purpose, a qualitative study was conducted with in-depth semi-structured interviews with Spanish... (More)
Every year more and more brands are deciding to show their values by taking an active role and taking a stand for social and political causes. Among them, fashion brands stand out as it is an industry that is often in the spotlight due to social and environmental scandals. Recently, research has focused on studying what kind of messages work best for brands but little attention has been placed on understanding how consumers form their opinions about this phenomenon. This study aims to gain more knowledge about the sensemaking process of young consumers about fashion brands that take a stand on social and political issues. To address this purpose, a qualitative study was conducted with in-depth semi-structured interviews with Spanish consumers. The analysis shows that consumers formed their perceptions through identification, placing the brands in their context, and communication through social media. Furthermore, the research explores consumers’ perception of activism in the fashion industry. (Less)
Please use this url to cite or link to this publication:
author
Valls i Cunillera, Clara LU
supervisor
organization
course
SKOM12 20221
year
type
H2 - Master's Degree (Two Years)
subject
keywords
brand activism, consumers, sensemaking, brand communication, fashion brands
language
English
id
9084600
date added to LUP
2022-06-10 11:00:08
date last changed
2022-06-10 11:00:08
@misc{9084600,
  abstract     = {{Every year more and more brands are deciding to show their values by taking an active role and taking a stand for social and political causes. Among them, fashion brands stand out as it is an industry that is often in the spotlight due to social and environmental scandals. Recently, research has focused on studying what kind of messages work best for brands but little attention has been placed on understanding how consumers form their opinions about this phenomenon. This study aims to gain more knowledge about the sensemaking process of young consumers about fashion brands that take a stand on social and political issues. To address this purpose, a qualitative study was conducted with in-depth semi-structured interviews with Spanish consumers. The analysis shows that consumers formed their perceptions through identification, placing the brands in their context, and communication through social media. Furthermore, the research explores consumers’ perception of activism in the fashion industry.}},
  author       = {{Valls i Cunillera, Clara}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Brands taking a stand: The meaning of brand activism from a consumer perspective}},
  year         = {{2022}},
}