Brand Hijack: How do Belgian consumers perceive Fred Perry’s association with extreme groups?

Kervyn De Meerendré, NicolasVan Ravestyn, ValérieValérieVan Ravestyn2025-05-142025-05-142025-05-142022https://hdl.handle.net/2078.2/26065This thesis seeks to find the impact that a brand hijack by extremist groups can have on the image of a brand, focusing on Fred Perry, which has been hijacked by extreme left and extreme right groups (such as the Proud Boys). In the second part, the focus will be on how Belgian Fred Perry customers react towards the associations with these extremist groups. Overall the impact remains limited, but the brand should always pay attention to the way it communicates with its target market and make sure it doesn’t lose consumers by focusing on hijackers.brand hijackFred PerryBrand Hijack: How do Belgian consumers perceive Fred Perry’s association with extreme groups?text::thesis::master thesisthesis:33656