Sökning: "Therése Pauldén"

Hittade 2 uppsatser innehållade orden Therése Pauldén.

  1. 1. Crisis Communication through Social Media, yay or nay? : A Qualititative Study of Stakeholder´s Corporate Reputation

    Magister-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Therése Pauldén; Karolina Nilsson; [2018]
    Nyckelord :Corporate reputation; affective reputation; cognitive reputation; crisis communication; eWOM;

    Sammanfattning : Purpose:The purpose of this paper is to extend the understanding of stakeholders’ corporate reputation regarding a brand’s crisis communication.                                                                   Research Questions:  How are stakeholders’ cognitive reputation affected after exposure of the crisis communication and the generated eWOM? How are stakeholders’ affective reputation affected after exposure of the crisis communication and the generated eWOM?   Methodology:The research was of qualitative nature and had an explorative approach. LÄS MER

  3. 2. Is Political Activism the New Black? : Consumers' Attitudes toward a Brand that uses Political Activism in Advertisement

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Cornelia Karlsson; Azra Kljako; Therése Pauldén; [2017]
    Nyckelord :Political activism; attitudes toward advertisements Aad ; attitudes toward brands Ab ; incongruity; involvement.; Marknadsföring; konsumentbeteende; attityder; reklam; aktivism;

    Sammanfattning : Background: In 2017, brands have started to use their advertisements to take stance in political issues. However, since this trend has emerged in 2017, research in the field is limited. LÄS MER