Sökning: "Brand Identity Prism with a sense of community"
Hittade 1 uppsats innehållade orden Brand Identity Prism with a sense of community.
1. Alignment - Managing Brand Identity in Online Communities
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Purpose: The purpose of this study is to explore how brand managers align their brand identity within online brand communities where the communication is shared in order to create a reinforcing point of contact instead of a source of mixed messages. Problem: With the increasing usage of the internet, brand managers are today forced and challenged to align and re-enforce a brand’s identity online within its brand community, while also promoting user generated content and customer engagement. LÄS MER
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