Sökning: "Brand negotiation"

Visar resultat 1 - 5 av 11 uppsatser innehållade orden Brand negotiation.

  1. 1. The dynamic process of brand negotiation in virtual brand communities in the airline industry - a case study of a full-service carrier, KLM Royal Dutch Airlines

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Jing Rong Chang; Corina Choi Magnusson; [2021-07-01]
    Nyckelord :Brand negotiation; virtual brand communities; trust and commitment; actor-network theory; airline industry;

    Sammanfattning : MSc in Marketing and Consumption.... LÄS MER

  2. 2. Brand negotiations in Video Game Communities - An exploratory study analysing community-made discourses in video game brands and how they shape the brand image

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Christian Möller; [2020-06-23]
    Nyckelord :;

    Sammanfattning : MSc in Marketing and Consumption.... LÄS MER

  3. 3. Situational brand ambassadorship - a study of how part-time employees make sense of themselves as brand ambassadors

    Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Kaisa Uronen; [2020]
    Nyckelord :brand ambassador; employee ambassador; ambassadorship; sensemaking; identity; normative control; brand-centred control; situation; Social Sciences;

    Sammanfattning : The aim of this research is to understand and unpack the phenomenon of brand ambassadorship by examining the sensemaking and actualization as well as the consequences of it. The study adopts an employee-perspective on brand ambassadorship to scrutinize the phenomenon in terms of what is here referred to as ’situational’ brand ambassadorship. LÄS MER

  4. 4. From Way Out West to Veg Out West - A study on changes to a key brand property and brand meaning negotiation on social media

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Jakob Obstfelder; Pär Gustafsson; [2019-07-03]
    Nyckelord :Brand meaning negotiation; Sign values; Social media; Identity creation;

    Sammanfattning : MSc in Marketing and Consumption.... LÄS MER

  5. 5. A Critical Discourse Analysis of Sexual Violence and Power : #metoo in Swedish media

    Master-uppsats, Linköpings universitet/Tema Genus

    Författare :Emma Källvik; [2018]
    Nyckelord :sexual violence; rape; sexual harassment; #metoo; critical discourse analysis; poststructuralism;

    Sammanfattning : During the fall of 2017, a campaign named #metoo went viral on Twitter. The purpose of #metoo was to highlight how many that had experiences of sexual harassments and assaults. The campaign did also gain a lot of attention in traditional Swedish media. LÄS MER