Brand activism : investigating consumers' perceptions of motivations, authenticity and effectiveness
Guided by existing brand activism literature, this study investigates the rising phenomenon of brands taking a public stance on controversial issues to advocate for societal changes. Based on one-on-one in-depth interviews with 30 interviewees who have experience or knowledge of brand activism, this...
Saved in:
Main Authors: | Goh, Eunice Yee Si, Tan, Hui Lei, Yap, Xin Yi, Zhang, Xiaoyan |
---|---|
Other Authors: | Chen Lou |
Format: | Final Year Project |
Language: | English |
Published: |
Nanyang Technological University
2022
|
Subjects: | |
Online Access: | https://hdl.handle.net/10356/155864 |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Institution: | Nanyang Technological University |
Language: | English |
Similar Items
-
Research on effects of race of models and product involvement on consumer perceptions of local fashion advertisements.
by: Chan, Cindy Wai Teng., et al.
Published: (2008) -
Consumer perceptions and trends in the Singaporean telecommunications market : a market research perspective
by: Goh, Agnes Sze Hwei, et al.
Published: (2009) -
Investigating the effects of sex-typing and sex-role stereotypes on user experience in the context of fintech services
by: Lim, Cui Min
Published: (2020) -
Conditions in media frames and how it influences perception
by: Neo, Michelle, et al.
Published: (2008) -
Influencing cardio-pulmonary resuscitation intentions in Singapore : an examination of the effects of message appeals on protection motivation theory.
by: Chia, Kenneth Mu Mao., et al.
Published: (2009)