More than just an idea: the value of concreteness within brand activism policies
Pizzoli, Jacopo (A.A. 2023/2024) More than just an idea: the value of concreteness within brand activism policies. Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 114. [Master's Degree Thesis]
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Abstract/Index
From profit to purpose: corporate social responsibility. The charging bull: the company as profit machine. The crisis of certainties. Sustainable development: a three-actor game. Do you trust me? Edelman trust barometer. What a responsibility to be truly social. The problem of being good. The evolution of social discourses. From purpose to action: brand activism. Activists in the business square. Angels and demons: business morality. Polarization at the commercial center: the political role of companies. Journey in search of one's identity: consumer-brand identification. In the spin cycle between authenticity and woke washing. The balance between success and failure: drivers and consequences. Risk of boycott and political backlash–brand shaming. From advocacy to adversity: successes and failures cases. Brands in the crossfire: the six themes of brand activism. Starbucks' fair wage policy–avant-garde (business/economics activism). Nike's Colin Kaepernick campaign–consistency (social activism). Patagonia's environmental initiatives–identity (environmental activism). Ben & Jerry’s–being different (political activism). Doing bad by doing good: cases of brand activism failures. From idea to reality: exploratory analysis. The picture: abstractness vs. Concreteness. The colors: setting & independent variables. The frame: research method. The instruments: multi-item scales and reliability. The drawing: exploratory research and results. The masterpiece: managerial implication. Future outlook: new tools and techniques in brand activism.
References
Bibliografia: pp. 98-112.
| 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: | Product & brand management |
| Thesis Supervisor: | Cardamone, Ernesto |
| Thesis Co-Supervisor: | Lefkeli, Deniz |
| Academic Year: | 2023/2024 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 03 Jun 2025 14:16 |
| Last Modified: | 03 Jun 2025 14:16 |
| URI: | https://tesi.luiss.it/id/eprint/42255 |
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