Sökning: "Carolin Bruder"

Hittade 2 uppsatser innehållade orden Carolin Bruder.

  1. 1. It’s Time To Become Brave - The Phenomenon of Social Brand Activism

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Carolin Bruder; Helena Lübeck; [2019]
    Nyckelord :Social Brand Activism; Brand Personality; Brand Activism; Brand-Cause Fit; Source Credibility; Company Motives; Sportswear Brands; Business and Economics;

    Sammanfattning : Purpose - Since the phenomenon of social brand activism is an emerging concept in literature and considered as a differentiation strategy for corporate brands, the purpose of this study is to evaluate the impact of social brand activism on the different brand personality dimensions. In addition, the study aims to examine if a high brand-cause fit enhances the effectiveness of social brand activism. LÄS MER

  2. 2. Should we stay or should we go? - Key brand elements that can be affected by sponsorship issues and how to communicate the “go-decision”

    L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Jakob Ivarsson; Carolin Bruder; Helena Lübeck; [2018]
    Nyckelord :Sport sponsorship; crisis management; on-the-field misbehaviour; off-the-field misbehaviour; external communication; Business and Economics;

    Sammanfattning : Purpose: The purpose of this paper is to examine how sponsorship crises can affect brands. Especially brands that have decided to part from their athletes are taken into account in this paper. Besides that, it aims to establish managerial guidelines that help to communicate the termination of sponsorship activities. LÄS MER