"Take a stand or stay seated": A framework of essential prerequisites for companies considering whether or not to implement a Brand Activism strategy
(2023) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20232Department of Business Administration
- Abstract
- Purpose: Brand Activism is a phenomenon that only recently became an area of greater interest. The aim of this paper is to follow a call for research and develop a framework that aids brand managers and other decision makers to identify essential prerequisites that their brand should have in place to increase the likelihood for successful Brand Activism.
Design/ Methodology approach: The paper employs a multi-case study with a comparative design incorporating an extensive review of existing literature and in-depth comparative analysis of real-life cases to conclude essential prerequisites in the form of a framework for managers.
Findings: The research highlights six „must-have“ dimensions that are essential for a company's Brand... (More) - Purpose: Brand Activism is a phenomenon that only recently became an area of greater interest. The aim of this paper is to follow a call for research and develop a framework that aids brand managers and other decision makers to identify essential prerequisites that their brand should have in place to increase the likelihood for successful Brand Activism.
Design/ Methodology approach: The paper employs a multi-case study with a comparative design incorporating an extensive review of existing literature and in-depth comparative analysis of real-life cases to conclude essential prerequisites in the form of a framework for managers.
Findings: The research highlights six „must-have“ dimensions that are essential for a company's Brand Activism, along with five “good-to-have” elements which should be taken into consideration but are not of the same necessity. Interestingly, the age, size and prior experience of brands do not significantly impact Brand Activism success. Even when following the framework a well-conducted implementation is crucial for favorable outcomes in this practice.
Originality/ value: This paper contributes to the evolving field of Brand Activism by offering new perspectives and practical insights on brands’ prerequisites for successful Brand Activism for brand managers and scholars alike. It provides a first of its kind framework for practical use to assess the company’s readiness for Brand Activism. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9141093
- author
- Herzberg, Mathea Talene LU ; Krischkowsky, Louisa LU and Grigaliunas, Julius LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN21 20232
- year
- 2023
- type
- L3 - Miscellaneous, Projetcs etc.
- subject
- keywords
- Brand Activism, Brand Management, Corporate Social Responsibility
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 9141093
- date added to LUP
- 2024-03-11 15:52:17
- date last changed
- 2024-03-11 15:52:17
@misc{9141093,
abstract = {{Purpose: Brand Activism is a phenomenon that only recently became an area of greater interest. The aim of this paper is to follow a call for research and develop a framework that aids brand managers and other decision makers to identify essential prerequisites that their brand should have in place to increase the likelihood for successful Brand Activism.
Design/ Methodology approach: The paper employs a multi-case study with a comparative design incorporating an extensive review of existing literature and in-depth comparative analysis of real-life cases to conclude essential prerequisites in the form of a framework for managers.
Findings: The research highlights six „must-have“ dimensions that are essential for a company's Brand Activism, along with five “good-to-have” elements which should be taken into consideration but are not of the same necessity. Interestingly, the age, size and prior experience of brands do not significantly impact Brand Activism success. Even when following the framework a well-conducted implementation is crucial for favorable outcomes in this practice.
Originality/ value: This paper contributes to the evolving field of Brand Activism by offering new perspectives and practical insights on brands’ prerequisites for successful Brand Activism for brand managers and scholars alike. It provides a first of its kind framework for practical use to assess the company’s readiness for Brand Activism.}},
author = {{Herzberg, Mathea Talene and Krischkowsky, Louisa and Grigaliunas, Julius}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{"Take a stand or stay seated": A framework of essential prerequisites for companies considering whether or not to implement a Brand Activism strategy}},
year = {{2023}},
}