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Monday, 27 November 2017 at 4:38pm
Monday, 27 November 2017 at 4:38pm
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Thread: Master Thesis Help

27-Nov-17, 16:45
edited about 15 seconds later
by Renee
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posted about 3 years ago
Hi everyone,

I'm currently writing my master's thesis and I've come to a point where I'm absolutely stuck and feel like my thesis does not make sense anymore. I want to look at companies that claim that value diversity and inclusiveness, look at their corporate expressions and then compare this with the perceptions consumers have (Brand Image) on Instagram.

This is my RQ: How does the expression of the corporate brand of an organization regarding diversity and inclusiveness align with the perceptions consumers have of the brand (brand image), on Instagram?

However, I'm not sure if my conceptual model makes sense. Diversity and Inclusiveness would be an independent variable, Expressions of the corporate brand would be an independent variable and Brand Image would be dependent.

Could my conceptual model be D&I --> Expressions of the CP --> Brand Image.

This means that the variable 'Expressions of the corporate brand' is a mediator, but actually, diversity and inclusiveness can also be a part of the expressions of the corporate brand so I'm not sure if I should put them together or keep them separate...
My feedback is that I have to make my model more interesting, so I'm not sure what to do anymore...

Thanks in advance!
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