Isbjörnar och glaciärer eller oljemiljonärer? : En kvalitativ fallstudie om hur Greenpeace arbetat med Anti-Branding som en del av deras kommunikationsstrategi mot Shell i kampanjen ”Save the Arctic!”
Anti-branding is a growing social movement as well as a communication strategy that criticize companies through redefining their brands and immaterial values by connecting negative associations to them. Although Anti-Branding is growing, research in the topic is scarce. Through a qualitative case st...
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Linnéuniversitetet, Institutionen för design (DE)
2015
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Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-46744 |
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ftlinnaeusuniv:oai:DiVA.org:lnu-46744 2023-05-15T15:06:39+02:00 Isbjörnar och glaciärer eller oljemiljonärer? : En kvalitativ fallstudie om hur Greenpeace arbetat med Anti-Branding som en del av deras kommunikationsstrategi mot Shell i kampanjen ”Save the Arctic!” Lövbacka, Hannes 2015 application/pdf http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-46744 swe swe Linnéuniversitetet, Institutionen för design (DE) http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-46744 info:eu-repo/semantics/openAccess Strategisk kommunikation aktivism anti-branding culture jamming varumärkesmotstånd varumärken immateriella värden påverkansarbete detagarkultur Communication Studies Kommunikationsvetenskap Media Studies Medievetenskap Student thesis info:eu-repo/semantics/bachelorThesis text 2015 ftlinnaeusuniv 2022-11-03T15:44:24Z Anti-branding is a growing social movement as well as a communication strategy that criticize companies through redefining their brands and immaterial values by connecting negative associations to them. Although Anti-Branding is growing, research in the topic is scarce. Through a qualitative case study,based on three (3) Anti-Branding actions, a multimodal analysis and six (6) semi-structured interviews has been made to contribute research to the topic by examining how an organization can use Anti-Branding against a company to create change. The study show that various anti-branding actions in a multifaceted campaign is an efficient tool to create attention, awareness and involvement that lead to change. By utilizing the participatory culture of the this digital age organizations can use anti-branding efficiently by interacting with its publics to engage them to be co-creators of the anti-branding message and to be a part of the social movement and its culture. Bachelor Thesis Arctic Linnaeus University Kalmar Växjö: Publications (DiVA) Arctic |
institution |
Open Polar |
collection |
Linnaeus University Kalmar Växjö: Publications (DiVA) |
op_collection_id |
ftlinnaeusuniv |
language |
Swedish |
topic |
Strategisk kommunikation aktivism anti-branding culture jamming varumärkesmotstånd varumärken immateriella värden påverkansarbete detagarkultur Communication Studies Kommunikationsvetenskap Media Studies Medievetenskap |
spellingShingle |
Strategisk kommunikation aktivism anti-branding culture jamming varumärkesmotstånd varumärken immateriella värden påverkansarbete detagarkultur Communication Studies Kommunikationsvetenskap Media Studies Medievetenskap Lövbacka, Hannes Isbjörnar och glaciärer eller oljemiljonärer? : En kvalitativ fallstudie om hur Greenpeace arbetat med Anti-Branding som en del av deras kommunikationsstrategi mot Shell i kampanjen ”Save the Arctic!” |
topic_facet |
Strategisk kommunikation aktivism anti-branding culture jamming varumärkesmotstånd varumärken immateriella värden påverkansarbete detagarkultur Communication Studies Kommunikationsvetenskap Media Studies Medievetenskap |
description |
Anti-branding is a growing social movement as well as a communication strategy that criticize companies through redefining their brands and immaterial values by connecting negative associations to them. Although Anti-Branding is growing, research in the topic is scarce. Through a qualitative case study,based on three (3) Anti-Branding actions, a multimodal analysis and six (6) semi-structured interviews has been made to contribute research to the topic by examining how an organization can use Anti-Branding against a company to create change. The study show that various anti-branding actions in a multifaceted campaign is an efficient tool to create attention, awareness and involvement that lead to change. By utilizing the participatory culture of the this digital age organizations can use anti-branding efficiently by interacting with its publics to engage them to be co-creators of the anti-branding message and to be a part of the social movement and its culture. |
format |
Bachelor Thesis |
author |
Lövbacka, Hannes |
author_facet |
Lövbacka, Hannes |
author_sort |
Lövbacka, Hannes |
title |
Isbjörnar och glaciärer eller oljemiljonärer? : En kvalitativ fallstudie om hur Greenpeace arbetat med Anti-Branding som en del av deras kommunikationsstrategi mot Shell i kampanjen ”Save the Arctic!” |
title_short |
Isbjörnar och glaciärer eller oljemiljonärer? : En kvalitativ fallstudie om hur Greenpeace arbetat med Anti-Branding som en del av deras kommunikationsstrategi mot Shell i kampanjen ”Save the Arctic!” |
title_full |
Isbjörnar och glaciärer eller oljemiljonärer? : En kvalitativ fallstudie om hur Greenpeace arbetat med Anti-Branding som en del av deras kommunikationsstrategi mot Shell i kampanjen ”Save the Arctic!” |
title_fullStr |
Isbjörnar och glaciärer eller oljemiljonärer? : En kvalitativ fallstudie om hur Greenpeace arbetat med Anti-Branding som en del av deras kommunikationsstrategi mot Shell i kampanjen ”Save the Arctic!” |
title_full_unstemmed |
Isbjörnar och glaciärer eller oljemiljonärer? : En kvalitativ fallstudie om hur Greenpeace arbetat med Anti-Branding som en del av deras kommunikationsstrategi mot Shell i kampanjen ”Save the Arctic!” |
title_sort |
isbjörnar och glaciärer eller oljemiljonärer? : en kvalitativ fallstudie om hur greenpeace arbetat med anti-branding som en del av deras kommunikationsstrategi mot shell i kampanjen ”save the arctic!” |
publisher |
Linnéuniversitetet, Institutionen för design (DE) |
publishDate |
2015 |
url |
http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-46744 |
geographic |
Arctic |
geographic_facet |
Arctic |
genre |
Arctic |
genre_facet |
Arctic |
op_relation |
http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-46744 |
op_rights |
info:eu-repo/semantics/openAccess |
_version_ |
1766338210918563840 |