Sökning: "Imke Falkenrodt"

Hittade 2 uppsatser innehållade orden Imke Falkenrodt.

1. 1. The influence of corporate brand reputation on the purchase intention of the post-postmodern consumer society

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Imke Falkenrodt; Ayelen Rojas Alvarez; [2022]
   Nyckelord :Corporate brand reputation; reputational elements; reputation; post-postmodern consumer society; consumer purchase intention; Business and Economics;

   Sammanfattning : Thesis Purpose: The present research investigates the relationship between corporate brand reputation and consumer purchase intention while regarding to the post-postmodern consumer of today. The purpose of the study is to contribute with insights on how the post-postmodern consumer evaluates corporate brand reputation and explore the effect of this evaluation on consumer purchase intention. LÄS MER

3. 2. Exploring the positioning of tobacco-free snus as a new category in the disruption of the market

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Imke Falkenrodt; Linnea Abrahamsson; Alice Pettersson; Charlotte Sternberg; [2021]
   Nyckelord :Positioning; Disruption; Target group; New Category Management; Tobacco-free snus; Nicotine pouches; Business and Economics;

   Sammanfattning : Purpose: To explore the positioning of tobacco-free snus as a new category in the disruption of the market. Theory: Positioning, Disruption, Blue Ocean Strategy, New Category Creation Methodology: This paper uses a qualitative and exploratory research method. LÄS MER