Jumping on the bandwagon?
: an explorative study on how female Gen Z consumers perceive global brands’ engagement in activism, and how their perception influences their brand loyalty

  • Masstewal Mekuriaw
  • Muskaan Khurana

Student thesis: Bachelor

Abstract

Brands’ engagement in activism is increasing as consumers expect more of brands, especially the younger generations. However, brands have different intentions behind their engagement in activism. The purpose of this thesis is to explore female Gen Z consumers’ perception of global brands’ engagement in activism, and how this perception influences their brand loyalty. Female Gen Z consumers’ mind is explored since previous research indicates that there are gender differences within perception and loyalty. A qualitative method in the form of four online focus groups were conducted to collect empirical data. Three findings were discovered, which contributed to understanding of the existing gap in research. Firstly, female Gen Z consumers positively perceived global brands’ engagement in activism. Secondly, they perceived and responded to brand activism based on the campaigns’ message, its connection to the brand and its offerings. Thirdly, female Gen Z consumers’ perception influenced their brand loyalty. The study contributes with an additional understanding of young female consumers’ perspective which can be useful for marketers when creating activist campaigns. Future research could study the perspective of male Gen Z consumers or Gen Z consumers to get additional understanding. 

Date of Award2021-Jul-09
Original languageEnglish
SupervisorFelix Terman (Supervisor) & Heléne Tjärnemo (Examiner)

Educational program

  • Degree of Bachelor of Science in Business and Economics

Courses and Subjects

  • International business and marketing

University credits

  • 15 HE credits

Swedish Standard Keywords

  • Economics and Business (502)

Keywords

  • brand activism
  • brand loyalty
  • brand perception
  • female
  • generation z
  • gen z consumer
  • global brand

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