Sökning: "Culture and Marketing"

Visar resultat 1 - 5 av 382 uppsatser innehållade orden Culture and Marketing.

  1. 1. How Consumers Navigate Ethical Tensions in a Marketplace: Swedish Dairy Marketplace as Context

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Cecilia Jedenberg; Frida Lennartsson; [2018-07-03]
    Nyckelord :ethical consumption; brands as resources; ethical tensions; phenomenology; consumer culture; dairy consumption;

    Sammanfattning : MSc in Marketing and Consumption.... LÄS MER

  2. 2. A global brand imagery context on consumers’ willingness to purchase and pay price premium: the EuroAsia telecommunication sector

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Adam Oskarsson; Andreas Rosander; Pattapong Wirungruangkul; [2018-07-03]
    Nyckelord :Price premium; Purchase intention; Brand imageries; Brand equity; Telecommunication; Smartphones;

    Sammanfattning : MSc in Marketing and Consumption.... LÄS MER

  3. 3. Starka styrmedel - en studie om relationen mellan arbetsgivarvarumärke och medarbetarnas organisationsidentitet

    Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Mathilde Åslund; Rebecca Oldfield; [2018]
    Nyckelord :Organizational identity; Employer brand; Employee; Corporate brand; Control mechanism; Business and Economics;

    Sammanfattning : Abstract Title: Strong control mechanisms - a study of the relationship between employer brand and employee organization identity Seminar date: 2018-01-12 Course: FEKH29, Business Administration: Degree Project in Marketing, Undergraduate level, 15 University Credits Points (UPC or ECTS‐cr) Authors: Rebecca Oldfield, Mathilde Åslund Advisor: Jon Bertilsson Keywords: Organizational identity, employer brand, employee, corporate brand and control mechanism Purpose: The purpose of the thesis is to open up for an increased understanding of the concept of employer brand by examining its relationship with the employee's organizational identity with a qualitative approach and starting point in theories regarding brands and organizational culture. Methodology: The thesis is a qualitative study with a hermeneutical phenomenological approach. LÄS MER

  4. 4. Differences in the Perception of Brand Personality

    Magister-uppsats, Högskolan i Jönköping/Internationella Handelshögskolan; Högskolan i Jönköping/Internationella Handelshögskolan

    Författare :Liam Karlsson; Emmanuel Ero; [2018]
    Nyckelord :;

    Sammanfattning : Background: The process connected to understanding perceived brand personality is discussed as well as how perceived brand personality may be affected by different cultures. Finally, the reader is introduced to the sportswear fashion industry, namely Adidas. The research questions are introduced. LÄS MER

  5. 5. Why Brands Still Cause Trouble : Revisiting Holt's dialectical theory of consumer culture and branding

    Master-uppsats,

    Författare :Luis Grau; Andrei Vanetski; [2018]
    Nyckelord :brands; consumers; consumer culture; instagram; influencers; marketing; micro-celebrity; endorsement; Bourdieu s habitus; lacan s discourse;

    Sammanfattning : The rise of social media in general and Instagram in particular has enabled a new type of celebrities, called micro-celebrities, that nowadays are being increasingly used by companies to endorse their products or establish their brands. While celebrity endorsement as a type of stealth branding together with some other marketing techniques characteristic of postmodernism were predicted to be unveiled and scorned by consumers (Holt, 2002), there are signs that through the practices of micro-celebrities, the language and logic of marketing have become even more ubiquitous in our contemporary social life (Khamis et al. LÄS MER

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