Sökning: "Julija Lukaityte"
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1. Brands in the Consumers' Hands
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : 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
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