Exploring the Influence of HR Processes Digitalization on Efficiency and Employee Satisfaction, and Strategies for Enhanced Implementation: Case study of Berlin International University of Applied Sciences

Abstract

This thesis investigates the impact of Balenciaga's response to the legal challenges arising from its controversial 2022 marketing campaign on the brand perception among 18-34-year-old consumers in Germany. Utilizing a mixed-method approach, the research examines how this demographic perceives Balenciaga’s actions, focusing on five key factors: sexual abuse of children, scandal, moral ambiguities, marketing campaign, and transparency and accountability. Findings reveal that young consumers prioritize transparency and accountability, showing heightened sensitivity to social and moral issues. The influence of social media and key influencers further shapes their perception, demonstrating the critical role of effective crisis management and ethical communication. This study underscores the importance of addressing legal and ethical issues promptly and transparently to maintain consumer trust and loyalty. The insights provided offer valuable guidance for brands in navigating similar controversies, highlighting the need for clear, responsible, and socially conscious responses to protect and enhance brand reputation among young, socially aware consumers. Key Words: Brand Perception, Crisis Management, Marketing Campaign, Legal Challenges