0 Master Thesis The Two Faces of Corporate Brands The impact of Product Brands’ Contradictory Corporate Social Responsibility Perceptions on the Consumers’ Relationship with the Brands and Corporate brand A Unilever Case study Thesis Author: Iriana Werleman S-1533304 University of Twente, The Netherlands Faculty of Behavioral Sciences Communication Studies Marketing Communication E-mail:
[email protected] Supervisor: Dr. Mirjam Galetzka University of Twente, The Netherlands Faculty of Behavioral Sciences Master of Communication Studies E-mail:
[email protected] 2nd Assessor: Dr. Joyce Karreman University of Twente, The Netherlands Faculty of Behavioral Sciences Master of Communication Studies E-mail:
[email protected] Date: April 18th, 2016 ACKNOWLEDGEMENT Small accidents are what brought me back to my educational path and are what makes one of my dreams come true; achieving my Master degree. I truly believe in what Paulo Coelho said in his book ‘The alchemist’, “when you want something, all the universe conspires in helping you to achieve it”. In some way it was perfect timing that lead to those small accidents, which eventually gave me motivation, determination, achievement and happiness. It also brought me wonderful people who helped and guided me through this journey. And I take this opportunity to express my most gratitude and respect to them. First, I would like to thank my supervisor, Ms. Mirjam Galetzka, for helping me through this process. She helped and guided me with the structure, theories and guided me in the right direction when I felt lost. Also, a special thanks goes to Ms.