Sökning: "Ann-Katrin Brand"

Hittade 2 uppsatser innehållade orden Ann-Katrin Brand.

1. 1. Brand authenticity on Instagram: Consumers’ perspective on beauty brands

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Ann-Katrin Herke; [2022]
   Nyckelord :Social Sciences;

   Sammanfattning : Capturing how consumers understand brand authenticity is a prominent quest by scholars. However, the concept is characterized by its multiplicity of meanings. Especially in the context of social media, the meaning of brand authenticity remains uncaptured. LÄS MER

3. 2. Offline Brand Communities - A future marketing tool for b2b companies?

   Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

   Författare :Madeleine Sundström; Ann-Katrin Bartel; [2015]
   Nyckelord :community; brand community; offline b2b brand community; interaction; trust; relationship marketing;

   Sammanfattning : The community phenomenon has been recognized in various sciences, including business studies, whereby the latter have been focused on studying brand communities from a customer perspective in the b2c market. Until recently, the brand community’s importance for companies within b2b industries has however been neglected, especially regarding its original real-life setting. LÄS MER