Sökning: "Inga Maslowski"

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  1. 1. Navigating the Unknown: A Study on How the Brand Manager Role Evolves in Response to the Metaverse as a New Branding Context

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Lisa Sjöberg; Inga Maslowski; [2023]
    Nyckelord :Branding; Brand management; Brand manager role; Metaverse; Strategy formation; Experimentation; Co-Creation; Community; Generational shift; Emerging technologies; Social Sciences;

    Sammanfattning : The evolution of the digital landscape through emerging technologies presents brand managers with a new context for managing their brand: the metaverse. This thesis investigates how the role of the brand manager and the related brand management practices evolve in response to this. LÄS MER