Sökning: "Carolin Schumacher"

Hittade 2 uppsatser innehållade orden Carolin Schumacher.

  1. 1. Brands as Politicians - How Consumers Morally Judge Advocacy Advertising

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Lena Maria Halberstadt; Carolin Schumacher; [2019]
    Nyckelord :Advocacy Advertising; Political Debates; Morality; Moral Identity; Moral Judgments; Moral Authenticity; Nike; Gillette; Pepsi; Business and Economics;

    Sammanfattning : Purpose: The purpose of this research was to understand how consumers morally judge advocacy advertising in contemporary consumer culture. The phenomenon was explored with the help of three case studies, namely Nike, Gillette, and Pepsi, all being brands who have taken a political stance in their advertisement campaigns. LÄS MER

  3. 2. Can a Legitimacy Crisis Ruin Brand Authenticity?

    L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Lena Maria Halberstadt; Liina-Lotta Latvala; Carolin Schumacher; [2018]
    Nyckelord :Brand Authenticity; Legitimacy; Legitimacy Crisis; Fine Wine; Lead; Leather; Ivory; Piano Keys; Business and Economics;

    Sammanfattning : Purpose: The aim of this study is to explore the effect of changes within traditional production methods, caused by legitimacy crises, on brand authenticity. Design/Methodology/Approach: This research is based on a multi-case study within the leather, ivory and fine wine industry. LÄS MER