Anna Hermann Follow. The purpose of critical thinking thesis is to determine how consumers, specifically in the millennial generation, perceive brand activism. Additionally, the study will give recommendations to marketing and public relations professionals creating activist-minded marketing campaigns. As brand activism can be incredibly divisive and controversial, this research is essential in order acgivism understand how best to resonate with, instead brand activism dissertation alienate, millennial consumers.
The aim of the thesis is to answer brand activism dissertation following research questions: 1 How do millennial consumers perceive brands that engage in brand activism and 2 How can marketing and public relations professionals ensure brand activism resonates with millennial consumers? To answer the first research question, an analysis of secondary research on the topic will be completed and the results of a survey administered by the researcher to millennials regarding their feelings brand activism dissertation brand activism will be brand activism dissertation. Lastly, two disserttaion of the thesis will be dedicated to answering the final question: case studies and interviews with business professionals.
The brand activism dissertation gathered while conducting this brand activism dissertation will allow the researcher to develop recommendations for business professionals creating activist-minded campaigns for corporate brands. Honors Theses. This work is licensed under a Creative Commons Attribution 4.
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Disswrtation Search. Privacy Copyright. Skip to main content. Author Anna Hermann Follow. Abstract The purpose of this thesis is to determine how consumers, specifically in the millennial generation, perceive brand activism. Digital Commons.