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Auswahl der wissenschaftlichen Literatur zum Thema „Social brand activism“
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Zeitschriftenartikel zum Thema "Social brand activism"
Vredenburg, Jessica, Sommer Kapitan, Amanda Spry und Joya A. Kemper. „Brands Taking a Stand: Authentic Brand Activism or Woke Washing?“ Journal of Public Policy & Marketing 39, Nr. 4 (14.08.2020): 444–60. http://dx.doi.org/10.1177/0743915620947359.
Der volle Inhalt der QuelleShivakanth Shetty, A., Nagendra Belavadi Venkataramaiah und Kerena Anand. „Brand activism and millennials: an empirical investigation into the perception of millennials towards brand activism“. Problems and Perspectives in Management 17, Nr. 4 (02.12.2019): 163–75. http://dx.doi.org/10.21511/ppm.17(4).2019.14.
Der volle Inhalt der QuelleKashiparekh, Kahni. „TURNING SOCIAL MEDIA USERS INTO BRAND FOLLOWERS: WHAT WORKS?“ INFORMATION TECHNOLOGY IN INDUSTRY 9, Nr. 1 (10.03.2021): 745–52. http://dx.doi.org/10.17762/itii.v9i1.195.
Der volle Inhalt der QuelleGhosh, Anirrban. „ASTUDYOFONLINEBRANDACTIVISMANDITS IMPACTONCONSUMERBRANDRELATIONSHIP“. International Journal of Advanced Research 9, Nr. 08 (31.08.2021): 357–62. http://dx.doi.org/10.21474/ijar01/13274.
Der volle Inhalt der QuellePopp, Bastian, Claas Christian Germelmann und Benjamin Jung. „We love to hate them! Social media-based anti-brand communities in professional football“. International Journal of Sports Marketing and Sponsorship 17, Nr. 4 (07.11.2016): 349–67. http://dx.doi.org/10.1108/ijsms-11-2016-018.
Der volle Inhalt der QuelleJenkins, Henry. „Participatory Culture: From Co-Creating Brand Meaning to Changing the World“. GfK Marketing Intelligence Review 6, Nr. 2 (01.11.2014): 34–39. http://dx.doi.org/10.2478/gfkmir-2014-0096.
Der volle Inhalt der QuelleEyada, Bassant. „Brand Activism, the Relation and Impact on Consumer Perception: A Case Study on Nike Advertising“. International Journal of Marketing Studies 12, Nr. 4 (10.11.2020): 30. http://dx.doi.org/10.5539/ijms.v12n4p30.
Der volle Inhalt der QuellePark, Bumsoo, Sanghyun Park und Andrew C. Billings. „Separating Perceptions of Kaepernick From Perceptions of His Protest: An Analysis of Athlete Activism, Endorsed Brand, and Media Effects“. Communication & Sport 8, Nr. 4-5 (26.12.2019): 629–50. http://dx.doi.org/10.1177/2167479519894691.
Der volle Inhalt der QuelleAllison, Anne. „The Cool Brand, Affective Activism and Japanese Youth“. Theory, Culture & Society 26, Nr. 2-3 (März 2009): 89–111. http://dx.doi.org/10.1177/0263276409103118.
Der volle Inhalt der QuelleBodkin, Charles D., Louis H. Amato und Christie H. Amato. „The influence of green advertising during a corporate disaster“. Corporate Communications: An International Journal 20, Nr. 3 (03.08.2015): 256–75. http://dx.doi.org/10.1108/ccij-08-2014-0055.
Der volle Inhalt der QuelleDissertationen zum Thema "Social brand activism"
Backman, Fanny, und Fredrika Lundgren. „Millennials demand for brand activism : A qualitative studie about corporate brands using brand activism as a communication strategy to reach millennials“. Thesis, Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-44876.
Der volle Inhalt der QuelleLundemo, Dahlin Emma, und Diana Araf. „How Brand Activism Affects Consumer Attitude : A study on Swedish consumers’ attitudes towards companies using brand activism, with the Black Lives Matter movement as context“. Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-434884.
Der volle Inhalt der QuelleThe Black Lives Matter movement engaged people both internationally and nationally in the spring of 2020. Companies were not late to join in and show their support in favour of the movement, which led to various reactions among their consumers. This study aims to examine the attitude of Swedish consumers towards companies that use brand activism as a response to social movements, where the Black Lives Matter movement serves as an empirical context. The study also intends to answer what the key aspects behind the studied consumer attitudes are. A prestudy has been done through netnography and empirical data has been collected for the main study through a web survey with 260 Swedish respondents. The study’s analysis and results indicate that the respondents’ general attitude towards the use of brand activism is positive in cases where the respondents believe that the social movement being endorsed is of importance. However, there are three dimensions that affect the overall attitude. These are authentic content, attitude towards the company and the value of actions. Within these dimensions several themes are identified, where the company’s history and size, the content of the message itself and that it permeates the organization are the most important. Furthermore, the themes of educational, genuine and actionable communication within brand activism are also important takeaways from the result.
Aronsson, Henrik, und Paul Kato. „Brand activism, does it work? : A quantitative study on how advertising that contains elements of social activism affects consumer-based brand equity and how it in turn affects consumer purchasing engagement“. Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54508.
Der volle Inhalt der QuelleFalkenstein, Luisa. „Not a Brand but a Voice : The Advertising and Activism of Oatly in Germany“. Thesis, Malmö universitet, Malmö högskola, Institutionen för konst, kultur och kommunikation (K3), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-37004.
Der volle Inhalt der QuelleChafloque, Uyén Carlos Alberto. „Actitudes afectivas femeninas respecto al brand placement en Facebook, contextualizadas en la marcha “#NiUnaMenos”“. Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655982.
Der volle Inhalt der QuelleThe objective of this research is to analyze the affective attitudes of women regarding the use of the brand location, in the advertising campaign on the social network Facebook, developed for the “#NiUnaMenos” march. To do this, qualitative techniques will be used that are supported by semi-structured interviews with participants to the #niunamenos mobilization. The analysis will focus on the case “Fashion Protest” by Oechsle, with the purpose of analyzing the affective attitudes of women with respect to advertising interventions in politicized spaces such as protest, and on collaboration and empathy with said political-social cause and / or the commercial revenue of the brand. The results allow identifying the presence of a description close to the discourse of femvertising, considered as a communication that seeks to enhance the representation of women in traditional advertising. However, it has been possible to identify that when used in spaces full of affection and sensitivity through minimal brand distinctiveness, femvertising can generate sensitivities connected with suspicion from the recognition of indications of dehumanization.
Tesis
Descouens, Margot, und Valentine Gerbault. „Generation Y’s attitude towards femvertising in cosmetics: women empowerment or purplewashing? : A mono-method qualitative study“. Thesis, Umeå universitet, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-185097.
Der volle Inhalt der QuelleFernandes, Ana Rita Correia. „Brand activism : why is it time for brands to act?“ Master's thesis, 2021. http://hdl.handle.net/10400.14/34796.
Der volle Inhalt der QuelleO Brand Activism tem gerado interesse por parte de empresas e stakeholders de todo o mundo e são cada vez mais as marcas que se juntam a uma variedade de causas, sejam elas sociais, políticas, económicas e/ou ambientais com o principal objetivo de consciencializar e melhorar o mundo. Esta pesquisa expõe a perspetiva de gestão do ativismo e o seu principal objetivo é descobrir e analisar as principais motivações para os gestores e marketers envolverem as suas marcas no ativismo, examinando e interpretando o processo de tomada de decisão dos líderes através de dez entrevistas rigorosas. O estudo leva à conclusão de que não só estão os gestores genuinamente preocupados em fazer parte da solução, como também estão os consumidores e todos os que trabalham dentro das organizações. Uma das conclusões mais relevantes diz que as pessoas são o principal motor do ativismo de marca - assim como podem ser o principal obstáculo - uma vez que trazem o seu propósito, missão e valores para as empresas. Os fundadores de empresas ativistas criam-nas porque querem levar um propósito maior para os seus negócios ajustado aos seus valores; os funcionários procuram empresas de impacto para trabalhar e os consumidores esperam aliar-se às marcas para que juntos possam fazer a diferença no mundo. Os resultados também ilustram que, não obstante, os riscos que o ativismo tem para a reputação da marca e o quão falso pode ser percebido para os consumidores, os líderes das marcas estão empenhados em contribuir para um mundo melhor, desde que as suas posições estejam alinhadas com os seus valores, as suas causas e a sua mensagem.
Vasiukov, Denis. „Corporate social responsibility in customer-based brand equity: general customers perception of «activia» brand“. Master's thesis, 2017. http://hdl.handle.net/10198/14668.
Der volle Inhalt der QuelleCorporate Social Responsibility (CSR) is an open and transparent business practices. It is the method based on moral values and respect to staff, community and environment. Corporate social responsibility is scheduled because it is the result of stable values for society in general and for shareholders more specifically (Esmaeilpour & Barjoei, 2016). Nowadays corporations are seriously engaged with CSR initiatives leading to positive social change. CSR norms and codes of conduct outlined by leading branded global corporate actors are a pre-requisite for an entry into many high value international markets. CSR initiative creates benefits for companies in term of increasing consumer identification with the company; customer identifies his or her perception about the company (Esmaeilpour & Barjoei, 2016). The purpose of this research is to describe and analyze how the company’s CSR activities are persuading its customer-based brand equity. For that, the study is focused on general customer’s preferences and attitudes towards «Activia» brand. To achieve the objective there will be conduct of carrying out questionnaires in the places where the target is most likely to appear online and offline. The research includes a cross comparison of the results of customers aged 18-25, 26-35, 36-45 and more than 45 years old, collected in the Russia and Portugal on-line and off-line (on the streets, in the supermarkets or in universities; as well as on mainstream social networks like Facebook). The result showed that generally possible to say that the main satisfaction level of the sample is quite high. It is clear which issues need improvement and which ones work well. It is possible to see that there are differences between male and female satisfaction level that means necessary pay more attention for different gender. It is necessary to pay attention that almost 70 % of respondents can recognize the «Activia» brand among other competing brands. And also it became clear that company should pay more attention to CSR activities to persuading its customer based brand equity.
A Responsabilidade Social Empresarial (RSE) é uma prática comercial aberta e transparente. Tem sido um método que tem por base valores morais e de respeito para com os recursos humanos, comunidade e meio ambiente. A RSE encontra-se em discussão porque é o resultado de valores estáveis para a sociedade em geral e para os acionistas mais especificamente (Esmaeilpour & Barjoei, 2016). As empresas de hoje encontram-se seriamente envolvidas com as iniciativas de RSE que levam a mudanças sociais positivas. As normas de conduta de RSE delineadas pelos principais atores corporativos globais de marca são um pré-requisito para a entrada em muitos mercados internacionais. A iniciativa RSE cria benefícios para as empresas em termos da crescente identificação do consumidor com a empresa, e o cliente identifica sua perceção sobre a empresa (Esmaeilpour & Barjoei, 2016). O objetivo da presente investigação assenta em analisar como as atividades de RSE da empresa estão persuadindo o seu património de marca tendo por base a perceção dos clientes. Para isso, o estudo está focado nas preferências e atitudes gerais do cliente em relação à marca «Activia». Para alcançar o objetivo, aplicou-se um inquérito por questionário online e offline. A investigação inclui uma comparação dos resultados dos clientes com idade entre 18-25, 26-35, 36-45 e mais de 45 anos, recolhidos na Rússia e em Portugal on-line e off-line (nas ruas, no Supermercados ou universidades, bem como a utilização de redes sociais como o Facebook). Os resultados permitem referir que o nível de satisfação global, da amostra inquirida, é bastante elevado. Tornou-se evidente quais as questões precisam de melhorias e quais as que apresentam valores satisfatórios. Foi possível ver que existem diferenças entre o nível de satisfação masculino e feminino relativamente ao RSE, o que significa dar mais atenção a este tipo de assuntos. Ainda, é necessário ter em atenção que quase 70% dos entrevistados podem reconhecer a marca «Activia» entre outras marcas concorrentes. Também ficou claro que a empresa deve prestar mais atenção às atividades de RSE para persuadir a adquiri o produto e respetiva marca tendo por base a orientação para os clientes.
Корпоративная социальная ответственность (КСО) является открытой и прозрачной практикой деловых отношений; этот метод основан на моральных ценностях и уважения к сотрудникам, обществу и окружающей среде. Корпоративная социальная ответственность запланирована, потому что это - результат устойчивых ценностей для общества в целом и для акционеров в частности (Esmaeilpour & Barjoei, 2016). В наши дни корпорации серьезно вовлечены инициативами КСО, приводящими к положительным социальным изменениям. Нормы и кодексы КСО, изложенные ведущими фирменными глобальными корпоративными партнерами, являются предпосылкой для вступления во многие международные рынки с высокими показателями. Инициатива КСО создает преимущества для компаний в плане увеличения идентификации потребителей с компанией; клиент идентифицирует свое мнение о компании (Esmaeilpour & Barjoei, 2016). Цель этого исследования - описать и проанализировать, как деятельность компании в области КСО позволяет убедить своих клиентов в ценности своего бренда. Для этого исследование ориентировано на предпочтения и отношение клиента к бренду «Активиа». Для достижения цели будет проводиться анкетирование в онлайн и офлайн режиме. Исследование включает в себя перекрестное сравнение результатов клиентов в возрасте 18-25 лет, 26-35, 36-45 лет и старше 45 лет, собранных в России и Португалии в режиме онлайн и в офлайн режиме (на улицах, в Супермаркетах или в университетах, а также в социальных сетях, таких как Facebook). Результат показал, что в целом можно сказать, что основной уровень удовлетворенности выборки достаточно высок. Стало ясно какие проблемы нуждаются в улучшении, а какие из них работают хорошо. Можно увидеть, что существуют различия между уровнем удовлетворенности мужчин и женщин, что означает необходимость уделять больше внимания разному полу. Необходимо обратить внимание, что почти 70% респондентов могут признать бренд «Activia» среди других конкурирующих брендов. Кроме того, стало ясно, что компании следует уделять больше внимания деятельности КСО, чтобы убедить ее собственный бренд на основе бренда
Mendonça, Ana Rita de Olival. „Consumer-brand engagement in OTC medication: Can pharmaceutical companies increase brand usage intentions by improving perceived social media activity?“ Master's thesis, 2020. http://hdl.handle.net/10071/21452.
Der volle Inhalt der QuelleA crescente popularidade das redes sociais trouxe enormes desafios e oportunidades para as empresas. Estas plataformas podem contribuir para o consumerbrand engagement e permitem a monitorização e análise de conteúdo gerado pelo consumidor, com o objetivo de melhorar a perceção que o mesmo tem da marca. Assim, torna-se imperativo que as empresas comuniquem eficazmente nas redes sociais. No entanto, há alguns setores que são incapazes de fazê-lo tão eficientemente quanto outros. Essa dificuldade reflete-se no setor farmacêutico, sendo motivada por uma menor disposição por parte dos consumidores para seguir este tipo de marcas nas redes sociais. Esta dissertação pretende analisar se o uso de redes sociais por empresas no setor farmacêutico pode melhorar o engagement e conduzir à intenção de uso da marca. O objetivo é ainda avaliar se o envolvimento do consumidor e os seus níveis de interação com as marcas em contexto digital influenciam essa relação. A recolha de dados foi feita através de um estudo quantitativo, apoiado por um questionário online, construído com base em estudos de diferentes autores em relação aos conceitos mencionados anteriormente. Os resultados mostraram que, para produtos over-the-counter, o envolvimento do consumidor é um preditor do consumer-brand engagement, com efeito positivo indireto na intenção de uso da marca. Constatou-se ainda um impacto positivo da perceção relativa à presença das marcas nas redes sociais tanto no consumer-brand engagement, como na intenção de uso da marca. Assim, as empresas farmacêuticas devem investir nas redes sociais, trabalhando no desenvolvimento de conteúdo atrativo para os seus consumidores-alvo.
高婉毓. „The Study of the Relationship among Social Media Usage, Brand Image and Activity Participation: A Case of Nonprofit Social Welfare Organizations’ Facebook Fan Page“. Thesis, 2017. http://ndltd.ncl.edu.tw/handle/brw326.
Der volle Inhalt der QuelleBücher zum Thema "Social brand activism"
Stefano, Ponte, Hrsg. Brand aid: Shopping well to save the world. Minneapolis, Minn: University of Minnesota Press, 2011.
Den vollen Inhalt der Quelle findenGünter Grass auf Tour für Willy Brandt: Die legendäre Wahlkampfreise 1969. Berlin: Links, 2011.
Den vollen Inhalt der Quelle findenThomsa, Jörg-Philipp, Stefanie Wiech und Helmut Frielinghaus. Ein Bürger für Brandt: Der politische Grass. Lübeck: Die Lübecker Museen, 2008.
Den vollen Inhalt der Quelle findenGermany), Günter Grass-Haus (Lübeck, Hrsg. Ein Bürger für Brandt: Der politische Grass. Lübeck: Die Lübecker Museen, 2008.
Den vollen Inhalt der Quelle findenJohn, Connolly. Tacamiche: Cruce lejano. El Progreso, Yoro, Honduras, C.A: Editorial "Ramón Amaya Amador", 1999.
Den vollen Inhalt der Quelle findenDoyle, Julie, Nathan Farrell und Michael K. Goodman. Celebrities and Climate Change. Oxford University Press, 2017. http://dx.doi.org/10.1093/acrefore/9780190228620.013.596.
Der volle Inhalt der QuelleJones, Geoffrey. Poisoned Earth. Oxford University Press, 2017. http://dx.doi.org/10.1093/oso/9780198706977.003.0003.
Der volle Inhalt der QuelleRon, James, Shannon Golden, David Crow und Archana Pandya. Taking Root. Oxford University Press, 2017. http://dx.doi.org/10.1093/acprof:oso/9780199975044.001.0001.
Der volle Inhalt der QuelleWolf, Stacy. Beyond Broadway. Oxford University Press, 2019. http://dx.doi.org/10.1093/oso/9780190639525.001.0001.
Der volle Inhalt der QuelleBuchteile zum Thema "Social brand activism"
Appel, Molly Dooley. „The Art of the Social Movement Corrective: On Redeeming the Human Rights Narrative in También la lluvia and Our Brand Is Crisis“. In Human Rights, Social Movements and Activism in Contemporary Latin American Cinema, 157–81. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-96208-5_8.
Der volle Inhalt der QuellePopp, Bastian, Chris Horbel und Claas Christian Germelmann. „Nature and Consequences of Social Media-Based Anti-brand Activism Against Sponsors and Investors of Sport Teams: An Abstract“. In Marketing at the Confluence between Entertainment and Analytics, 901–2. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-47331-4_182.
Der volle Inhalt der QuelleDauvergne, Peter. „Mindbombing the Wealthy“. In Environmentalism of the Rich. The MIT Press, 2016. http://dx.doi.org/10.7551/mitpress/9780262034951.003.0010.
Der volle Inhalt der QuelleAdhikari, Kishalay, und Rajeev Kumar Panda. „Social Media Brand Communities and Brand Loyalty“. In Global Branding, 736–55. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-9282-2.ch036.
Der volle Inhalt der QuelleArdley, Barry, Jialin Hardwick, Lauriane Delarue und Nick Taylor. „Mobile Phone Purchasing and Brand Presence on Facebook“. In Brand Culture and Identity, 643–60. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch035.
Der volle Inhalt der QuelleWillis, Michelle. „The Dynamics of Social Media Marketing Content and Customer Retention“. In Leveraging Computer-Mediated Marketing Environments, 1–21. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7344-9.ch001.
Der volle Inhalt der QuelleBorland, Kenneth W. „Administrative Response to Activism“. In Exploring the Technological, Societal, and Institutional Dimensions of College Student Activism, 16–28. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7274-9.ch002.
Der volle Inhalt der QuelleSoboleva, Alena, Suzan Burton und Aila Khan. „Marketing With Twitter“. In Social Media Marketing, 285–322. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch015.
Der volle Inhalt der QuelleCandelo, Elena, Cecilia Casalegno und Chiara Civera. „Enhancing Retailer-Consumers Relationship Through Everyday Sustainability“. In Corporate Social Responsibility, 1186–208. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-6192-7.ch061.
Der volle Inhalt der QuelleNoguti, Valeria, Sonika Singh und David S. Waller. „Gender Differences in Motivations to Use Social Networking Sites“. In Social Media Marketing, 680–95. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch034.
Der volle Inhalt der QuelleKonferenzberichte zum Thema "Social brand activism"
Kamalova, Anara. „The Role and Importance of Social Marketing in the Economy“. In International Conference on Eurasian Economies. Eurasian Economists Association, 2014. http://dx.doi.org/10.36880/c05.01161.
Der volle Inhalt der QuelleHaskito, Ajeng, und Masdiana Padaga. „Study of Total Lactic Acid Bacteria (LAB) and Antioxidant Activity in Goat Milk Yoghurt Fortification with White Rice Bran Flour“. In Proceedings of the Conference of the International Society for Economics and Social Sciences of Animal Health - South East Asia 2019 (ISESSAH-SEA 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/isessah-19.2019.3.
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