Sökning: "Jakob Obstfelder"

Hittade 2 uppsatser innehållade orden Jakob Obstfelder.

1. 1. From Way Out West to Veg Out West - A study on changes to a key brand property and brand meaning negotiation on social media

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Jakob Obstfelder; Pär Gustafsson; [2019-07-03]
   Nyckelord :Brand meaning negotiation; Sign values; Social media; Identity creation;

   Sammanfattning : Purpose: The purpose of this paper is to illustrate the brand meaning negotiation process on social media, using the case of the Way out West brand that changed a key brand property in 2012. We aim to uncover dynamics and reasons for why and how the brand’s meaning has been negotiated, and the influence social media has had by expanding on previous research, most notably Giesler ( 2012 ) research findings on brand meaning negotiation. LÄS MER

3. 2. Swedish Commercial Diplomacy in China. A comparative case study of two Swedish organisations

   Kandidat-uppsats, Göteborgs universitet/Företagsekonomiska institutionen

   Författare :Linnea Lundblad; Jakob Obstfelder; [2018-09-20]
   Nyckelord :;

   Sammanfattning : .... LÄS MER