Active Activism: Leveraging Social Responsibility in Athletic Brands

dc.contributor.authorBethel, Cleo Juliet
dc.date.accessioned2019-11-07T16:06:27Z
dc.date.available2019-11-07T16:06:27Z
dc.date.issued2019
dc.description61 pages
dc.description.abstractEngagement with social issues has become an increasingly large part of everyday life and it seems to be rising alongside the age of social media. Brands are progressively using cause marketing techniques to promote themselves as a brand while simultaneously speaking out about important social issues. However, this does not come without skepticism from some parties that either believe brands have no reason to share their opinions about certain issues or question their intentions. The sports industry has been an auspicious contender in the rise of brand activism, providing a unique vantage point to research what it is about these campaigns that have been impactful. This thesis addresses the specific conditions that allow the sports industry to be successful in their campaigns of social activism: congruency, audience demographic, and platform. After conducting brand audits and researching case studies, the data collected was then applied to a local brand in Eugene, Oregon to determine if they too could be successful with a social activism campaign. Brands today can leverage the expectation consumers have to be social activists and use it to distinguish themselves from their competitors in the market.en_US
dc.identifier.urihttps://hdl.handle.net/1794/24996
dc.language.isoen_US
dc.publisherUniversity of Oregon
dc.rightsCreative Commons BY-NC-ND 4.0-US
dc.subjectJournalism: Public Relationsen_US
dc.subjectBrand Activismen_US
dc.subjectAthletic Brandsen_US
dc.subjectNikeen_US
dc.subjectSocial Responsibilityen_US
dc.subjectSocial Engagementen_US
dc.titleActive Activism: Leveraging Social Responsibility in Athletic Brandsen_US
dc.typeThesis/Dissertation

Files

Original bundle

Now showing 1 - 1 of 1
Loading...
Thumbnail Image
Name:
Final_Thesis-Bethel.pdf
Size:
601.8 KB
Format:
Adobe Portable Document Format