Sökning: "Stakeholder Online Reactions"

Hittade 2 uppsatser innehållade orden Stakeholder Online Reactions.

1. 1. Online Spoof Illustrations in the Aftermath of a Reputational Brand Crisis: Defining the Phenomenon and Its Consequences for Brand Management

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Eric Eichinger; Jens Gudacker; [2016]
   Nyckelord :Spoof Illustrations; Brand Parody; Crisis Management; Stakeholder Online Reactions; Corporate Reputation; Strategic Brand Management; Business and Economics;

   Sammanfattning : Purpose: The purpose of this thesis is to explore the phenomenon of online spoof illustrations that are created in the aftermath of a reputational brand crisis. In a first step, characteristics of these illustrations are assessed and categorized. Subsequently, their impact on a brand’s reputation is investigated. LÄS MER

3. 2. Corporate Purpose Endorsement - A Way to Influence and Attract Multiple Stakeholders

   D-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Madeleine Johansson; Eva Skoghagen; [2014]
   Nyckelord :Corporate Brand Endorsement; Corporate Purpose; FMCG; Employer Brand; Relevance;

   Sammanfattning : Corporate brand endorsement has turned into an increasingly pursued strategy by companies within the FMCG industry, with the aim to connect with consumers beyond the product level. In this study, the element of purpose is added to traditional endorsement strategies, and reveals that this can be an efficient way to influence and attract multiple stakeholders. LÄS MER