Sökning: "Julia Walde"

Hittade 4 uppsatser innehållade orden Julia Walde.

  1. 1. GO HARD OR GO HOME – THE CASE OF VIAGRA

    L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Julia Walde; Camilla Hallin; Charlotte Sternberg; [2022]
    Nyckelord :patent; trademark; degeneration; generic term; Viagra; Business and Economics;

    Sammanfattning : .... LÄS MER

  3. 2. AI marketing & brand relationships: A qualitative study about consumer-brand relationships, personalized marketing and the personalization-privacy paradox

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Julia Walde; Johanna Blom; [2022]
    Nyckelord :consumer-brand relationships; brand trust; brand loyalty; personalized AI marketing; personalization-privacy paradox; Business and Economics;

    Sammanfattning : Thesis purpose: to explore what influence consumer-brand relationships may have on consumers’ perceptions of personalized marketing and the personalization-privacy paradox. Methodology: to understand each of the respondents' different perceptions of the thesis’ purpose and research question, a relativist and social constructionist approach were applied. LÄS MER

  4. 3. Varumärkesrelationer & Covid-19

    Kandidat-uppsats, Lunds universitet/Institutionen för tjänstevetenskap

    Författare :Johanna Blom; Julia Walde; [2021]
    Nyckelord :varumärkesrelationer; CBR; need-to-belong; förändrade levnadsvanor; Covid-19; Business and Economics;

    Sammanfattning : Människor kan utveckla betydande och långvariga relationer till varumärken för att hantera känslomässig ensamhet. Dessa varumärkesrelationer kan liknas vid interpersonella relationer eftersom det uppstår liknande emotionella band mellan parterna. LÄS MER

  5. 4. Disruptive communication: How to overcome stigma - A case study of Kappahl, Tena, Estrid and Deodoc

    L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Frida Fransson; Camilla Hallin; Emma Källström; Julia Walde; [2021]
    Nyckelord :Disruptive communication; Stigma; Brand values; Brand identity; Corporate Brand; Business and Economics;

    Sammanfattning : Purpose: In this study, the purpose is to explore how disruptive communication can be used as a means to overcome stigma. Methodology: This paper has analyzed four case studies in order to get a deeper understanding of the phenomenon stigma. LÄS MER