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Från profit till protest: När aktivism blir affärsstrategi

Hjort, Gustav LU and Djurfeldt, Hugo (2024) SKOK11 20241
Department of Strategic Communication
Abstract
This study investigates the impact of corporate social engagement on brand value and customer loyalty, with a specific focus on environmental activism and social responsibility. By conducting a content analysis of Patagonia's materials, including transcribed videos and articles from the company's website, the research examines how Patagonia's brand activism is expressed across different communication channels. The analysis aims to explore how this activism influences consumer perceptions and loyalty, as well as Patagonia's efforts to enhance the authenticity of their brand activism. The findings highlight the strategic importance of consistent and genuine communication in building a strong brand identity and fostering customer loyalty. The... (More)
This study investigates the impact of corporate social engagement on brand value and customer loyalty, with a specific focus on environmental activism and social responsibility. By conducting a content analysis of Patagonia's materials, including transcribed videos and articles from the company's website, the research examines how Patagonia's brand activism is expressed across different communication channels. The analysis aims to explore how this activism influences consumer perceptions and loyalty, as well as Patagonia's efforts to enhance the authenticity of their brand activism. The findings highlight the strategic importance of consistent and genuine communication in building a strong brand identity and fostering customer loyalty. The study also addresses the challenges and methodological limitations inherent in measuring brand value and consumer perceptions without extensive interviews or surveys. Through this examination, the research contributes to a deeper understanding of how companies can balance commercial objectives with genuine social engagement to strengthen their brand and build sustainable customer relationships. (Less)
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author
Hjort, Gustav LU and Djurfeldt, Hugo
supervisor
organization
course
SKOK11 20241
year
type
M2 - Bachelor Degree
subject
keywords
Brand Activism, Patagonia, CSR (Corporate Social Responsibility), Customer Loyalty, Authenticity, Sustainability & Content Analysis.
language
Swedish
id
9155892
date added to LUP
2024-10-21 17:29:43
date last changed
2024-10-21 17:29:43
@misc{9155892,
  abstract     = {{This study investigates the impact of corporate social engagement on brand value and customer loyalty, with a specific focus on environmental activism and social responsibility. By conducting a content analysis of Patagonia's materials, including transcribed videos and articles from the company's website, the research examines how Patagonia's brand activism is expressed across different communication channels. The analysis aims to explore how this activism influences consumer perceptions and loyalty, as well as Patagonia's efforts to enhance the authenticity of their brand activism. The findings highlight the strategic importance of consistent and genuine communication in building a strong brand identity and fostering customer loyalty. The study also addresses the challenges and methodological limitations inherent in measuring brand value and consumer perceptions without extensive interviews or surveys. Through this examination, the research contributes to a deeper understanding of how companies can balance commercial objectives with genuine social engagement to strengthen their brand and build sustainable customer relationships.}},
  author       = {{Hjort, Gustav and Djurfeldt, Hugo}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Från profit till protest: När aktivism blir affärsstrategi}},
  year         = {{2024}},
}