The Impact of a Media Backlash and the Moderating Role of Sustainable Development Goal #17 on the Relationship Between Well-established Brands and Consumers' Valuations.

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The Impact of a Media Backlash and the Moderating Role of Sustainable Development Goal #17 on the Relationship Between Well-established Brands and Consumers' Valuations.
著者: Joana. Oliveira
ProQuest Information and Learning Co.; Universidade Catolica Portugesa (Portugal).
主題: Recycling; Sustainability; Electronic books
所屬期刊: Dissertations Abstracts International 83-09A.
描述: Across many irreversible damages, sourcing and production of food are highlighted as the major contributors to the ecological footprint outrage. These have been topics of action by modern environmental movements across the globe. Subsequently, organisations have been highly encouraged to take action and engage in a strategic framework that protects both society and business's needs through Purpose-driven initiatives. Despite some brands being built upon sustainability like Starbucks, others like Nestle embrace purpose-driven orientation at a later maturity stage. In fact, the latter has been under scrutiny of several media backlashes due to alleged cases of misconduct, disappointing consumers, and affecting their trust, loyalty, perceived quality, ethicality, and paying behaviour towards the brand. The Sustainable Development Goals (SDGs) provide an opportunity for brands to act together for a better future. Particularly, SDG #17 aims at encouraging cooperation between brands. A study was conducted to analyse the impact of media backlash over well-established (mainstream vs. sustainability-rooted) brands on consumers' valuations, and the performance of information about SDG #17 - Partnership for the Goals between brands as a moderator on this relationship. Results show that media backlash has significant negative impact on consumers' brand valuations. However, SDG #17 as an informative tool assurance of social and environmentally-friendly practices is still not enough to fully mitigate such negative impacts. Overall, the communication effect of SDGs can be a powerful tool to inform and guide brands through purpose-driven actions. Yet, organizations and brands still need to better communicate their embracement of social and environmental causes.
Entre muitos danos irreversiveis, o sourcing e a producao de alimentos sao os principais contribuintes para a indignacao da pegada ecologica e tem sido tema pelos movimentos ambientais modernos. Com isto, as organizacoes foram encorajadas a agir e adaptar uma estrategia que proteja as necessidades da sociedade e das empresas, por meio de iniciativas voltadas para o proposito corporativo. Apesar de algumas marcas serem construidas sobre sustentabilidade, como a Starbucks, outras adotam o proposito num estagio de maturidade tardio, como a Nestle. Esta ultima tem estado sob escrutinio de backlash dos media, devido a alegados casos de ma conduta, dececionando os seus consumidores e afetando as suas avaliacoes perante a marca. Os Objetivos de Desenvolvimento Sustentavel (ODSs), particularmente o ODS #17, oferecem uma oportunidade para as marcas atuarem juntas por um futuro melhor. Assim, um estudo foi conduzido para analisar o impacto do backlash dos media sobre marcas bem estabelecidas (mainstream vs. sustentaveis) nas avaliacoes dos consumidores e o desempenho da informacao sobre ODS #17 - Parceria para os Objetivos como moderador da relacao. Os resultados mostram que o backlash dos media tem impacto significativo nas avaliacoes. No entanto, o ODS #17 como ferramenta informativa de garantia de praticas sociais e ambientais ainda nao e suficiente para mitigar totalmente esses efeitos negativos - pode, sim, ser uma ferramenta poderosa para informar e orientar as marcas por meio de acoes com proposito. No entanto, as marcas e organizacoes ainda precisam de comunicar melhor acerca do seu contributo para causas sociais e ambientais.
出版者: Thesis (Master's)--Universidade Catolica Portugesa (Portugal), 2021.
建立日期: 2021
格式: 1 online resource (98 pages)..
語言: 英文
識別號: ISBN9798209808688
資源來源: NUTN ALEPH

連結

The Impact of a Media Backlash and the Moderating Role of Sustainable Development Goal #17 on the Relationship Between Well-established Brands and Consumers' Valuations.

Joana. Oliveira ProQuest Information and Learning Co.; Universidade Catolica Portugesa (Portugal). 2021

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