Sökning: "Joseph Hallgren"

Hittade 1 uppsats innehållade orden Joseph Hallgren.

  1. 1. The Relationship Between Brand Related UGC and CBBE : An Internet Meme Experiment

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Joseph Hallgren; Kristján Sigurbjörnsson; Twan Black Jr.; [2018]
    Nyckelord :Internet Meme; Brand Equity; CBBE; User Generated Content; UGC; Experiment;

    Sammanfattning : Background: The modern day era of the Internet gave birth to the growing phenomenon of Internet memes (IM), a type of online user generated content (UGC) (Gangadharbatla, 2008). Now marketers have begun researching the relationship between UGC and consumer based brand equity (CBBE) (Christodoulides et.al, 2012; Rachna and Khajuria, 2017). LÄS MER