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Det goda varumärket: En etnologisk studie av ett företags presentation
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Arts, Department of Cultural Anthropology and Ethnology.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

My aim with this study was to examine The Body Shop´s presentation of itself on its Web site, more specifik: how the brand communicates and what kind of stories there is. My conclusion is that the brand communicates through storytelling and with a focus on "good" aspects. This is done by pointing out the differences between "We and Them" and by promoting justice - and environmental issues. Fears change with changes in society, and the consumer is offered to moderate anxiety by consuming the "right" product; a kind of identity formation through consumption which is a part of The Body Shop´s marketing.

Place, publisher, year, edition, pages
2019. , p. 43
Keywords [sv]
etnologi, varumärken, rädsla, marknadsföring, storytelling, konsumtion, reciprocitet.
National Category
Humanities and the Arts
Identifiers
URN: urn:nbn:se:uu:diva-393109OAI: oai:DiVA.org:uu-393109DiVA, id: diva2:1351652
Supervisors
Available from: 2019-12-15 Created: 2019-09-16 Last updated: 2019-12-15Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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