This will explore the activism construct across disciplines and investigate how activism impacts brand perception. The research includes 1) understanding and analyzing the literature (lit review), 2) coding and converting the literature into insight, 3) potentially developing a survey to understand consumer perceptions, and 4) summarizing key learnings.
Brands, from X to Bud Light to Disney to Coca-Cola, have engaged in sociopolitical activism in ways that have damaged their reputations and businesses. This research investigates what activism means across disciplines, develops an interdisciplinary definition, and assesses the impact on brand perception. The research indicates that the wide variance in definitions across academic disciplines can be contributing to confusion among business leaders. For example, some definitions suggest that engaging in activism requires advocating on a divisive issue. Yet other definitions do not, suggesting that a campaign such as Dove's Campaign for Real Beauty is not activism. This research will help drive clarity and awareness, enabling firm leaders to make more informed decisions.
1) Because of the nature of the research, the optimal student will bring an open, apolitical mindset to this work. It is critical to be objective when conducting research on brand activism - and not bring a political bias to such research.
2) Excellent project management skills (ability to manage projects and get things done on time)
3) Excellent communication skills - both written and oral
4) Attention to detail - commitment to excellence and accuracy
1) How to conduct literature reviews
2) How to convert information into analyzable data via coding
3) Summarizing and reporting important