Browsing Marketing Theses and Dissertations by Subject "brand activism"

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Brand Latitude

Charlton, Aaron (University of Oregon, 2019-09-18)

This dissertation addresses the topic of brand latitude, defined herein as a public entity’s capacity to deviate from category norms or to transcend the normal function of a brand without incurring adverse responses from ...
Stakeholder Implications of Corporate Sociopolitical Activism

Edelblum, Andrew (University of Oregon, 2022-10-26)

Today’s dynamic market landscape affects and is affected by a variety of significant cultural shifts and touchstones, from global warming and racial injustice, to voter disenfranchisement and the Covid-19 pandemic. In the ...