Varumärkeskommunikation ur ett CSR-perspektiv: En fallstudie på Nordens enda miljöcertifierade bank
Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
A frequent problem in society today and something that humans need to deal with on a daily basis is the lack of communication. For a long time, mankind has strived to come up with new solutions for how to best communicate information through the exchange of thoughts, messages through voice, video signals or writing, no matter where on the globe we are. It has become more important for companies to be able to communicate in a world where commercialization is a part of reality and where companies must be able to communicate in order to not fall behind in the increasing competition. The increasingly growing world has also led to that the society and the environment has been affected adversely. Corporate social responsibility, CSR, also called corporate social enterprise has taken its place to counteract the negative consequences of humanity's progressive, technical development. CSR can be defined as the active and voluntary contributions to improving the social, economic and environmental perspectives from companies, usually in order to improve their competitiveness, values and dignity. CSR has become a new phenomenon today that companies must adapt to and which has also become something that businesses are keen to relate to and is considered as a strategic component of the company's brand. The knowledge of how to communicate about CSR to a company's customers has been unsatisfactory, causing communication gap between companies and customers. Therefore, our thesis is based on the issues concerning corporate communicative activity about CSR towards the private sector. This study focuses specifically on a case-company where we in detail study how the company views its own communication in relation with how they work with CSR and how customers perceive the company's CSR communication. Furthermore, our paper builds on a deductive approach with qualitative approaches. The collected empirical data is based on a case study on cases where the primary data is based on interviews with a company representative and the company's customers. The essay is based on theories concerning the appropriate areas within communication, brands and CSR. In the study's theoretical framework, a model has been created where the communication gap concerning CSR has been identified. The results of our study suggest that there is a discrepancy in the communication between the company and clients regarding CSR-communication. It turned out that the company does not want to communicate about their CSR-work to the full, while customers are not at all expecting the company to communicate about their CSR efforts, however, customers would appreciate getting CSR- information given to them, which may have a positive impact on the company brand image.
Place, publisher, year, edition, pages
2013. , 51 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik, Varumärkeskommunikation, CSR, varumärketsimage, marknadsföring
IdentifiersURN: urn:nbn:se:ltu:diva-53530Local ID: a8a7478d-4690-4800-9ff9-697ecfc54366OAI: oai:DiVA.org:ltu-53530DiVA: diva2:1026905
Subject / course
Student thesis, at least 30 credits
Business and Economics, master's level
Validerat; 20130614 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved