Woke washing: how fast fashion companies unfairly profit from social causes: can a certification label for brand activism overcome the problem?
Gilberti, Clara (A.A. 2020/2021) Woke washing: how fast fashion companies unfairly profit from social causes: can a certification label for brand activism overcome the problem? Tesi di Laurea in Advanced marketing management, Luiss Guido Carli, relatore Marco Francesco Mazzù, pp. 70. [Master's Degree Thesis]
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Abstract/Index
Current context: the dynamics of advertising as consumer perceptions of social issues change. Brands and politics. Purpose marketing aka brand activism: the latest marketing trend. Types of brand activism and their application areas. Woke-washing: what it is and how it manifests itself. Relevant cases. Research question. Methodology. Design of focus group questions. Recruitment and preparation of participants. Conduct of the focus group. Data analysis and results.
References
Bibliografia: pp. 51-54.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Management, English language (LM-77) |
| Chair: | Advanced marketing management |
| Thesis Supervisor: | Mazzù, Marco Francesco |
| Thesis Co-Supervisor: | Farace, Stefania |
| Academic Year: | 2020/2021 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 02 May 2022 12:47 |
| Last Modified: | 02 May 2022 12:47 |
| URI: | https://tesi.luiss.it/id/eprint/32140 |
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