Sökning: "Katrin Sundström"

Hittade 1 uppsats innehållade orden Katrin Sundström.

  1. 1. Offline Brand Communities - A future marketing tool for b2b companies?

    Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

    Författare :Madeleine Sundström; Ann-Katrin Bartel; [2015]
    Nyckelord :community; brand community; offline b2b brand community; interaction; trust; relationship marketing;

    Sammanfattning : The community phenomenon has been recognized in various sciences, including business studies, whereby the latter have been focused on studying brand communities from a customer perspective in the b2c market. Until recently, the brand community’s importance for companies within b2b industries has however been neglected, especially regarding its original real-life setting. LÄS MER