INSIGHTS AMONG EUROPEAN CONSUMERS TOWARDS THE CULTURAL BRANDING AND IDENTITY OF THE CLOTHING MANUFACTURER CANADA GOOSE
Authors
Stundyte, Bernadeta ; Georgiev, Bozhil
Term
4. term
Publication year
2019
Submitted on
2019-09-15
Pages
110
Abstract
This thesis examines how European consumers perceive the cultural branding and brand identity of Canada Goose, and how competing discourses shape those perceptions. Using a qualitative approach and critical discourse analysis, the study analyzes three data sources: (1) materials from People for the Ethical Treatment of Animals (PETA) alleging animal cruelty; (2) the company’s Fur and Down webpage as a response; and (3) semi-structured interviews with 18 participants from various European countries. The analysis shows that PETA frames the brand as cruel to raise awareness and encourage brand rejection, while the company emphasizes regulated sourcing, quality, and Made in Canada manufacturing to reinforce identity, build awareness and loyalty, and counter avoidance. Interview findings indicate low brand popularity in the EU, premium pricing, and generally favorable perceptions tied to quality, durability, no outsourcing, and transparency about animal sourcing. Overall, many interviewees expressed acceptance of the company’s use of animal-derived materials. The study contributes to marketing communication and organizational leadership by linking cultural branding strategies to consumer meaning-making across Europe.
Dette speciale undersøger, hvordan europæiske forbrugere opfatter Canada Gooses kulturelle branding og brandidentitet, og hvordan konkurrerende diskurser former disse opfattelser. Med en kvalitativ tilgang og kritisk diskursanalyse analyseres tre datakilder: 1) materiale fra dyreværnsorganisationen PETA, der anklager virksomheden for dyremishandling; 2) Canada Gooses websideafsnit Fur and Down som svar på anklagerne; og 3) halvstrukturerede interviews med 18 deltagere fra forskellige europæiske lande. Analysen viser, at PETA iscenesætter brandet som grusomt for at øge opmærksomhed og fremkalde brandafvisning, mens virksomheden fremhæver reguleret indkøb, kvalitet og Made in Canada-produktion for at styrke identitet, skabe kendskab og loyalitet samt modvirke undgåelse. Interviewene peger på lav brandpopularitet i EU, premiumpriser og overvejende positive opfattelser knyttet til kvalitet, holdbarhed, fravær af outsourcing og transparens om animalsk oprindelse. Samlet udtrykte mange interviewpersoner accept af virksomhedens praksis for brug af dyreprodukter. Specialet bidrager til marketingkommunikation og organisatorisk ledelse ved at forbinde kulturelle brandingstrategier med forbrugeres meningsdannelse i Europa.
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