The impact of social acceleration on brand credibility dynamics: A comparative study of Volkswagen and Nike
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Journal Title
Journal ISSN
Volume Title
School of Business |
Master's thesis
Author
Date
2024
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
124
Series
Abstract
This thesis investigates the impact of social acceleration on the ability of brands to recover from credibility scandals, focusing on the case studies of Volkswagen’s emissions scandal in 2015 and Nike’s sweatshop scandal in the 1990s. Through a mixed methods approach combining quantitative financial data and qualitative media analysis, the research explores how rapid information distribution and growing consumer demands for transparency and ethical behavior affect brand credibility and recovery strategies. The findings indicate that social acceleration necessitates fast and transparent communication, strategic corporate social responsibility (CSR) initiatives, and alignment with consumer values to effectively mitigate the negative impacts of scandals and restore brand credibility. Volkswagen’s strategic pivot towards electric vehicles and Nike’s emphasis on ethical labor practices exemplify how brands can leverage social acceleration to rebuild trust and credibility. This study contributes to the broader theoretical framework by integrating insights on social acceleration with practical brand management strategies, offering valuable guidance for navigating credibility crises in the age of social acceleration. The research underscores the importance of agility, transparency, and strategic alignment with consumer values in maintaining and restoring brand credibility amidst rapid societal and technological changes.Description
Thesis advisor
Bhatnagar, KushagraPadhaiskaya, Tatsiana
Keywords
brand credibility, social acceleration, brand, Volkswagen, Nike, mixed methodology
