The Myth Of The Moral Protagonist: Brand Activism and Consumer Interpretation of Rebranding Strategies
(2024) SKOM12 20241Department of Strategic Communication
- Abstract
- In recent years, brands have increasingly embraced activism as a strategy to rebrand themselves in the marketplace, reflecting a broader trend of companies striving to resonate with consumers' evolving expectations. However, most available literature on rebranding and repositioning is inward-looking, 'outcome-driven', and diminishes the agency of the consumer; at the same time, literature on brand activism oversimplifies the diverse perspectives consumers bring to brand activism and focuses predominantly on authenticity.
Therefore, this thesis approaches this problem from an interpretive consumer-centric approach based on the Consumer Culture Theory tradition. It uses the lenses of marketplace mythology and the myth of consumption as... (More) - In recent years, brands have increasingly embraced activism as a strategy to rebrand themselves in the marketplace, reflecting a broader trend of companies striving to resonate with consumers' evolving expectations. However, most available literature on rebranding and repositioning is inward-looking, 'outcome-driven', and diminishes the agency of the consumer; at the same time, literature on brand activism oversimplifies the diverse perspectives consumers bring to brand activism and focuses predominantly on authenticity.
Therefore, this thesis approaches this problem from an interpretive consumer-centric approach based on the Consumer Culture Theory tradition. It uses the lenses of marketplace mythology and the myth of consumption as moral protagonism to analyze how consumers interpret and react to brand activism and activist rebranding. Based on 14 semi-structured interviews using photo elicitation techniques, it becomes apparent that consumers use moralistic narratives and
mythic structures to imbue their consumption choices with more profound moral significance. As such, the results show that consumers interpret brand activism and activist rebranding endeavors through the moral protagonist lens as an entity that does or does not share their moral quest. They see the brand as a moral protagonist, the brand as an antagonist, or the brand as an anti-hero. These consumer interpretations are further shaped by prevailing consumer ideologies and social pressure, influencing the consumer and the brand. As such,
consumers perceive three tensions and dilemmas when interpreting activist rebranding: idealized society vs reflecting reality, brand responsibility, and internalized moral dilemmas. In addition, the consumers can interpret changes in brand identity as losing their competitive distinctiveness and note that by listening to social pressure, brands all become the same. This tension between societal pressures and consumer expectations underscores the complex interplay between brands, consumers, and the broader cultural landscape. It forms a paradox
of maintaining relevance while preserving their unique brand identities. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9158691
- author
- Smits, Veerle Francisca Godelieve Mirjam LU
- supervisor
- organization
- course
- SKOM12 20241
- year
- 2024
- type
- H2 - Master's Degree (Two Years)
- subject
- language
- English
- id
- 9158691
- date added to LUP
- 2024-06-14 16:11:33
- date last changed
- 2024-06-14 16:11:33
@misc{9158691,
abstract = {{In recent years, brands have increasingly embraced activism as a strategy to rebrand themselves in the marketplace, reflecting a broader trend of companies striving to resonate with consumers' evolving expectations. However, most available literature on rebranding and repositioning is inward-looking, 'outcome-driven', and diminishes the agency of the consumer; at the same time, literature on brand activism oversimplifies the diverse perspectives consumers bring to brand activism and focuses predominantly on authenticity.
Therefore, this thesis approaches this problem from an interpretive consumer-centric approach based on the Consumer Culture Theory tradition. It uses the lenses of marketplace mythology and the myth of consumption as moral protagonism to analyze how consumers interpret and react to brand activism and activist rebranding. Based on 14 semi-structured interviews using photo elicitation techniques, it becomes apparent that consumers use moralistic narratives and
mythic structures to imbue their consumption choices with more profound moral significance. As such, the results show that consumers interpret brand activism and activist rebranding endeavors through the moral protagonist lens as an entity that does or does not share their moral quest. They see the brand as a moral protagonist, the brand as an antagonist, or the brand as an anti-hero. These consumer interpretations are further shaped by prevailing consumer ideologies and social pressure, influencing the consumer and the brand. As such,
consumers perceive three tensions and dilemmas when interpreting activist rebranding: idealized society vs reflecting reality, brand responsibility, and internalized moral dilemmas. In addition, the consumers can interpret changes in brand identity as losing their competitive distinctiveness and note that by listening to social pressure, brands all become the same. This tension between societal pressures and consumer expectations underscores the complex interplay between brands, consumers, and the broader cultural landscape. It forms a paradox
of maintaining relevance while preserving their unique brand identities.}},
author = {{Smits, Veerle Francisca Godelieve Mirjam}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Myth Of The Moral Protagonist: Brand Activism and Consumer Interpretation of Rebranding Strategies}},
year = {{2024}},
}