"Unveiling the Impact of Corporate Brand Activism through Commodification of LGBTQ+ Movements."
(2024) BUSN39 20241Department of Business Administration
- Abstract
- In recent years, social marketing, particularly LGBTQ+ advocacy, has become increasingly prevalent in many brands' communication techniques, gaining significant attention. However, few attempts have been made to study its practical and strategic aspects and develop a framework for successful social marketing endeavors that companies can implement with minimal risk of failure. This study aims to contribute valuable insights into LGBTQ+ marketing and offer new perspectives on contemporary brand management by evaluating the promotional strategies of the Danish jewelry brand Pandora, with a particular focus on their queer endorsement efforts. The findings seek to deepen readers' comprehension of the potential impacts and outcomes for companies... (More)
- In recent years, social marketing, particularly LGBTQ+ advocacy, has become increasingly prevalent in many brands' communication techniques, gaining significant attention. However, few attempts have been made to study its practical and strategic aspects and develop a framework for successful social marketing endeavors that companies can implement with minimal risk of failure. This study aims to contribute valuable insights into LGBTQ+ marketing and offer new perspectives on contemporary brand management by evaluating the promotional strategies of the Danish jewelry brand Pandora, with a particular focus on their queer endorsement efforts. The findings seek to deepen readers' comprehension of the potential impacts and outcomes for companies integrating social marketing into their broader branding strategies. This evaluation, framed within academic frameworks of Consumer Culture Theory and Postmodern Branding, highlights these dynamics, providing a wide theoretical foundation for subsequent methodological and empirical evaluations. Through a qualitative method and an abductive strategy, we conducted a thorough empirical analysis through triangulation. This involved netnography, seven interviews with Pandora’s fans, secondary sources such as reports or CEO speech analysis, based on a comparative analysis of three Scandinavian jewelry companies. Through this multifaceted approach, we gained insights into the dynamic landscape of contemporary branding strategies. These actions, grounded in service-dominant logic, strategically harness consumer inputs, catering to the desire for individuality amidst postmodern feelings of alienation and media fragmentation. Furthermore, we explored the socio-cultural embeddedness of the postmodern corporate environment and the evolving brand activism through rebranding and revitalization efforts aimed at cultivating a new and desired brand image. By leveraging Pandora as a platform for these findings we showcased a holistic approach to brand rebranding and revitalization. Social marketing emerged as an innovative strategic communication method, illustrating the complexities of LGBTQ+-themed marketing and emphasizing the necessity for future research in this domain. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9165305
- author
- Giernatowska, Aleksandra LU and Zaborowska, Monika LU
- supervisor
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- social marketing, Pandora, LGBTQ+, commodification, commercialization, Gen-Z, consumer culture theory, identity, rebranding, revitalization, postmodern branding paradigm, co-creation, brand longevity, brand image, myth market, emotional branding, social media
- language
- English
- id
- 9165305
- date added to LUP
- 2024-06-25 13:12:07
- date last changed
- 2024-06-25 13:12:07
@misc{9165305,
abstract = {{In recent years, social marketing, particularly LGBTQ+ advocacy, has become increasingly prevalent in many brands' communication techniques, gaining significant attention. However, few attempts have been made to study its practical and strategic aspects and develop a framework for successful social marketing endeavors that companies can implement with minimal risk of failure. This study aims to contribute valuable insights into LGBTQ+ marketing and offer new perspectives on contemporary brand management by evaluating the promotional strategies of the Danish jewelry brand Pandora, with a particular focus on their queer endorsement efforts. The findings seek to deepen readers' comprehension of the potential impacts and outcomes for companies integrating social marketing into their broader branding strategies. This evaluation, framed within academic frameworks of Consumer Culture Theory and Postmodern Branding, highlights these dynamics, providing a wide theoretical foundation for subsequent methodological and empirical evaluations. Through a qualitative method and an abductive strategy, we conducted a thorough empirical analysis through triangulation. This involved netnography, seven interviews with Pandora’s fans, secondary sources such as reports or CEO speech analysis, based on a comparative analysis of three Scandinavian jewelry companies. Through this multifaceted approach, we gained insights into the dynamic landscape of contemporary branding strategies. These actions, grounded in service-dominant logic, strategically harness consumer inputs, catering to the desire for individuality amidst postmodern feelings of alienation and media fragmentation. Furthermore, we explored the socio-cultural embeddedness of the postmodern corporate environment and the evolving brand activism through rebranding and revitalization efforts aimed at cultivating a new and desired brand image. By leveraging Pandora as a platform for these findings we showcased a holistic approach to brand rebranding and revitalization. Social marketing emerged as an innovative strategic communication method, illustrating the complexities of LGBTQ+-themed marketing and emphasizing the necessity for future research in this domain.}},
author = {{Giernatowska, Aleksandra and Zaborowska, Monika}},
language = {{eng}},
note = {{Student Paper}},
title = {{"Unveiling the Impact of Corporate Brand Activism through Commodification of LGBTQ+ Movements."}},
year = {{2024}},
}