Sökning: "Johanna Nurmi"

Hittade 1 uppsats innehållade orden Johanna Nurmi.

  1. 1. Maze of Media : A Multiple Case Study on Brand Message Coordination of Fast-Moving Consumer Goods

    Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

    Författare :Johanna Nurmi; Hanna Vuorimaa; [2016]
    Nyckelord :Branding literature; Multichannel management literature; Service-dominant logic; Channel integration; Service ecosystem; Stakeholder interaction; Value proposition; Brand communication; Perceived value; Brand image;

    Sammanfattning : Technological advancements have initiated the development of a dispersed media landscape, and expanded possibilities for multichannel brand communication. The shift encourages brands in the fast-moving consumer goods (FMCG) industry to establish seamless channel integration, and examine interactions in the stakeholder network. LÄS MER