Sökning: "Julija Lukaityte"

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  1. 1. Brands in the Consumers' Hands

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Monika Löffler; Julija Lukaityte; [2016]
    Nyckelord :Brand image; brand functions; open-source brands; co-creation; value; consumer-dominant logic; Business and Economics;

    Sammanfattning : The research problem originates within the concept of co-creation where traditional roles of organisations and consumers start to shift. Thereby, the issue of who actually controls brand images arises. Consequently, it is unclear how consumers perceive brands that are no longer controlled or even created by organisations. LÄS MER