Sökning: "Katharina Brand"

Visar resultat 1 - 5 av 8 uppsatser innehållade orden Katharina Brand.

  1. 1. Damned if you do, damned if you don't.

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Felix Ellqvist; Nicholas-Joel Kisling; Katharina Nadine Junge; [2023]
    Nyckelord :H M; sustainability; case; brand image; brand reputation; vocal; brand management; strategy; Business and Economics;

    Sammanfattning : “(Un)sustainable fashion: H&M breaks promise.” “H&M sued for greenwashing claims, again.” “H&M under fire!” Helena Holgersson is sitting in her office on the top floor of H&M’s Stockholm Headquarters staring at the headlines flickering on her computer screen. LÄS MER

  3. 2. Genuine or misleading? An exploration of Gen Z consumer perceptions of inauthentic brand heritage in fashion branding

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Roosa Maria Viloma; Katharina Nadine Junge; [2023]
    Nyckelord :Brand heritage; Authenticity; Gen Z; Inauthentic heritage; Fashion branding; Business and Economics;

    Sammanfattning : Thesis purpose: The purpose of the research is to contribute to existing research and theory by providing insights into how Gen Z consumers perceive inauthentic brand heritage in fashion branding. It also aims to understand how these perceptions differ between fast fashion and luxury fashion and how they contribute to consumer attitudes towards brands. LÄS MER

  4. 3. Taste for exclusivity. – A visual image analysis on the representation of social class and taste.

    Kandidat-uppsats, Malmö universitet/Fakulteten för kultur och samhälle (KS)

    Författare :KATHARINA EVELINE STUMP; [2020]
    Nyckelord :Visual Communication; Socioeconomic status; Culture; Taste; Image Analysis; Luxury Fashion Branding; Wim Wenders; Jil Sander;

    Sammanfattning : The purpose of this study is to create a deeper understanding on how brands today arepart of culture, creating meaning and effects, persuading customers through hidden messages and cultural communication codes. The starting point for my studies has been a European approach, with a German brand as empirical material. LÄS MER

  5. 4. Drinking from the Fountain of Youth? Brand rejuvenation in the case of heritage luxury fashion brands

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Katharina Netek; Feline Carbone; [2020]
    Nyckelord :Heritage brands; Luxury fashion brands; Brand rejuvenation; Millennials; Brand identity; Business and Economics;

    Sammanfattning : Thesis purpose: The aim of this study was to examine whether German Millennials are in favor of rejuvenation practices of heritage luxury fashion brands or if such actions instead lead to negative associations, as they tend to ignore the heritage aspect. Methodology: Following a relativist ontology, this research is guided by a social constructionist position, which allows a deep understanding of Millennials’ opinions. LÄS MER

  7. 5. Customer Value's Influence on International Market Entry Strategies in a B2B Context : Business and Market Opportunities in the Data Centre Segment in Northern Europe

    Master-uppsats, Umeå universitet/Företagsekonomi

    Författare :Anna-Katharina Aardeck; Corinna Behling; [2016]
    Nyckelord :International market entry strategies; Ansoff; B2B customer value; marketing standardis ation; mass customisation; branding; culture; Hofstede;

    Sammanfattning : nternational market entry strategies gained increasing importance due to globalisation. Companies became multinationals. Therefore, new challenges arose due to different market and customer requirements. One topic, which gained importance in B2B context, is customer value. LÄS MER