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Exploring the Impact of Brand Activism on Consumer Engagement and Corporate Outcomes in the Pharmaceutical Industry
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| 1.63 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Brand Activism, in which firms communicate their perspectives on social and political issues,
is gaining appeal among marketeers and academics. However, this strategy is linked to
politically and culturally sensitive matters, which raise the risk of reputational and financial
losses if not handled effectively. One of the most essential lessons learned from brand
development is that consumer engagement is critical to brand reliability and advancement
since it is a leading indicator of sales volume, cost reduction, and brand recommendations.
Despite the rising tendency in other businesses, the pharmaceutical industry has yet to adopt
many public opinions on these concerns. This study seeks to fill this vacuum by investigating
the influence of brand activism activities on customer attitudes and behavior toward the
sector, as well as assessing and categorizing the many types of brand activism campaigns
undertaken by pharmaceutical businesses. The study utilizes qualitative research methods,
such as theme analysis of interviews and campaigns. The study's findings show the usefulness
of discussing concepts such as empowerment, mental health, and empathy in developing
deeper customer interactions. It also emphasized the necessity of strategic and ethical
communication in building brand trust and reputation in the business.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Brand Activism Pharmaceutical Industry Consumer Behavior Purchase Intention Consumer Perception SDG 3 - Good health and well-being SDG 4 - Quality education SDG 9 - Industry, innovation and infrastructure