How can companies develop green branding to target millennials after an environmental crisis? A study of Volkswagen

Student, A. (2016) How can companies develop green branding to target millennials after an environmental crisis? A study of Volkswagen. Undergraduate thesis, University of Chichester.

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Abstract

On Tuesday the 22nd of September Volkswagen was implicated in one of the world’s largest
corporate scandals. They admitted to installing a cheat device designed to manipulate the
Environmental Protection Agencies emissions tests on their vehicles, across a multitude of
their brands such as Audi, Seat, Skoda and both Volkswagen’s commercial and public
vehicles. These events follow negative consequences such as campaigns encouraging the
public to boycott brands which have been exposed for unethical. This piece of research seeks
to address the damages that this crisis has had on the Volkswagen brand. It further seeks to
address whether a green branding strategy using corporate ability or corporate social
responsibility is effective at restoring millennials goodwill towards the brand.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: Departments > Business School
Undergraduate Dissertations
Depositing User: Gail Graffham
Date Deposited: 17 Jan 2017 10:26
Last Modified: 17 Jan 2017 10:26
URI: http://eprints.chi.ac.uk/id/eprint/2441

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