• English
    • svenska
  • English 
    • English
    • svenska
  • Login
View Item 
  •   Home
  • Student essays / Studentuppsatser
  • Graduate School
  • Master theses
  • View Item
  •   Home
  • Student essays / Studentuppsatser
  • Graduate School
  • Master theses
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

The business of business is societal responsibility: A case study of drivers and goals of FMCGs’ corporate brand endorsement

Abstract
Within brand research there is a debate regarding if multinational companies will benefit most from emphasizing their product brand or their corporate brands. The past decade has also brought increased market awareness of sustainability. Against this background it is interesting that major FMCGs have recently engaged in corporate brand endorsement. The aim of this paper is to contribute to this debate by answering the research question of why FMCGs recently have engaged in corporate brand endorsement. This is done by exploring the various drivers and goals for FMCGs adopting corporate brand endorsement and how this relates to sustainability demands from stakeholders. A multiple case study was built through observations and in-depth interviews with brand managers from three market leading global FMCGs. The results reveal internal drivers related to change of leadership and restructuring of core business that result in an emphasis on sustainability. External drivers include increasing pressure from consumers and potential employees regarding sustainability and business purpose. Goals revolve around communication and building the corporate brand towards consumers and communicate sustainability, thus reaching reassurance.
Degree
Master 2-years
Other description
MSc in Marketing and Consumption
URI
http://hdl.handle.net/2077/47571
Collections
  • Master theses
View/Open
gupea_2077_47571_1.pdf (611.1Kb)
Date
2016-09-21
Author
Hellström, Simon
Mattsson, Tove
Keywords
FMCG
corporate brand endorsement
corporate reputation
sustainability
corporate identity
corporate image
Series/Report no.
Master Degree Project
2016:137
Language
eng
Metadata
Show full item record

Related items

Showing items related by title, author, creator and subject.

  • MUTUAL FUNDS AND CORPORATE STOCK SELECTION 

    Jannach, Michael Franz; Moube, Armand Collins Fotsing (2003)
    The objective of this study is to identify the stock valuation and selection systems applied by European equity fund managers when selecting ordinary shares. It also includes examining the most significant micro ...
  • Exploring the Effects of Union-NGO Relationships on Corporate Responsibility: The Case of the Swedish Clean Clothes Campaign 

    Egels-Zandén, Niklas; Hyllman, Peter (Springer, 2006)
    In the current era, governments are playing smaller roles in regulating workers’ rights internationally, and transnational corporations (TNCs), non-governmental organisations (NGOs) involved in the struggle for workers’ ...
  • The Growth of the Swedish Corporate Bond Market 

    Björhn, Sofie; Johnsson, Sofie (2015-07-07)
    Abstract: Since the early 2000s the Swedish corporate bond market has experienced a significant growth. This study does, through a quantitative method, research and discuss the factors that are the main drivers of growth ...

DSpace software copyright © 2002-2016  DuraSpace
Contact Us | Send Feedback
Theme by 
Atmire NV
 

 

Browse

All of DSpaceCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

My Account

LoginRegister

DSpace software copyright © 2002-2016  DuraSpace
Contact Us | Send Feedback
Theme by 
Atmire NV