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    Purpose Marketing: A Genuine Way for Companies to Advocate for Change or a Deceitful Sales Tactic?

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    Date
    2020-06-01
    Author
    Flinchpaugh, Emily
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    Abstract
    This thesis explores the implementation of purpose marketing in modern day advertising. Studies have shown that consumers are willing to switch to brands that support causes they believe in, and brands have started to capitalize on this trend. In particular, I will analyze brands that have released controversial ad campaigns and attempt to uncover the motives behind their seemingly philanthropic efforts. Advertising today is under high levels of scrutiny due to the internet and the prevalence of social media, so if a campaign comes across as inauthentic or inconsistent with a brand’s identity, customers can lose trust in the brand. I will then examine brands that are commended for their purpose marketing, evaluate why their campaigns are received well, and point out how other brands can learn from them.
    URI
    https://hdl.handle.net/2104/10953
    Department
    Marketing.
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    • Theses - Honors College

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    Copyright © Baylor® University All rights reserved. Legal Disclosures.
    Baylor University Waco, Texas 76798 1-800-BAYLOR-U
    Baylor University Libraries | One Bear Place #97148 | Waco, TX 76798-7148 | 254.710.2112 | Contact: libraryquestions@baylor.edu
    If you find any errors in content, please contact librarywebmaster@baylor.edu
    DSpace software copyright © 2002-2016  DuraSpace
    Contact Us | Send Feedback
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    Theme by 
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