Which is the effect of #blacklivesmatter brand activism on corporate reputation? A comparative analysis between “Ben & Jerry’s” and “Amazon” based on their activist background
Rambelli, Carlotta (A.A. 2020/2021) Which is the effect of #blacklivesmatter brand activism on corporate reputation? A comparative analysis between “Ben & Jerry’s” and “Amazon” based on their activist background. Tesi di Laurea in Visual marketing, Luiss Guido Carli, relatore Paolo Peverini, pp. 125. [Master's Degree Thesis]
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Abstract/Index
The political brand activism. Analysis of the phenomenon: what political brand activism stands for. The relevance. A magnifying glass on how the Covid-19 pandemic impacted the phenomenon. An excerpt of key cases. Literature review. The corporate reputation. The word of mouth. How WOM evolves in e-WOM: a focus on virality. Consequences on a brand: boycotting vs buycotting. The study. Research question. A focus on genZ. “Ben & Jerry’s” #BLM activism: between past and present. “Amazon” #BLM activism: between past and present. Methodology and data collection. Content analysis: a semiotic approach to “Amazon’s” post. Content analysis: a semiotic approach to “Ben & Jerry’s” post. The reaction of consumers: Twitter posts’ comment analysis. Discussion.
References
Bibliografia e sitografia: pp. 103-114.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Visual marketing |
| Thesis Supervisor: | Peverini, Paolo |
| Thesis Co-Supervisor: | Peluso, Alessandro Maria |
| Academic Year: | 2020/2021 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 25 May 2022 14:56 |
| Last Modified: | 25 May 2022 14:56 |
| URI: | https://tesi.luiss.it/id/eprint/32493 |
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