BIO

My name is Amelia Nordling, and I am a second-year student at Florida State University studying Risk Management and Insurance with a minor in Economics from Pompano Beach, Florida.
As an active member of Alpha Kappa Psi Professional Business fraternity, I have developed my public speaking skills, business etiquette, and networking skills to a point that would not have been possible without this organization. I currently hold the position of Community Involvement Committee head where I work directly under the Vice President of Community Involvement in organizing fundraising initiatives, brotherhood bonding events, and managing funds to distribute to different philanthropies.
I have aspirations of continuing this passion of helping others into my professional career. I will execute this by pursuing a law degree to further my understanding of the legal world, hopefully leading to a career in corporate/contract law. I plan to further my emotional intelligence, adaptability, and knowledge while protecting the rights of individuals and businesses across the United States.

Stand Up Branding :Does brand activism impact consumer attitudes and behaviors for every type of brand?

Abstract

This study seeks to understand brand activism advertising, consumer perceptions, and behaviors, specifically focusing on differentiating effects on hedonic and utilitarian brands. Brand activism can be defined as businesses projecting their beliefs on certain social, environmental, economic, or political issues through media, advertisements, donations, initiatives, etc. Examples of brand activism in the 21st century include stands against climate change, LGBTQ+ rights, and racial justice. It has become increasingly prevalent that existing literature contains numerous gaps both in examining this behavior, both from the perspective of brands and from the consumer point of view. This study adds to a more complex knowledge of how brand activism influences customer reactions and provides information that is useful for utilitarian and hedonistic marketing strategies. The approach offers a strong basis for deriving significant inferences regarding the diverse impacts of brand activism on distinct categories of brands. The next steps for this project include data collection, data analysis, conference submission, and journal submission.

Keywords: Brand Activism, marketing, advertising, psychology