Sökning: "Kristina Kielaityte"

Hittade 2 uppsatser innehållade orden Kristina Kielaityte.

1. 1. Can parasocial relationships make consumers blind?

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Lovisa Idberg; Kristina Kielaityte; [2022]
   Nyckelord :Parasocial Relationship PSR ; Human Brand; SMI; Transgression; Consumer Response; YouTube; Instagram; Business and Economics;

   Sammanfattning : Abstract Purpose: This study explores how parasocial relationships between consumers and human brands can affect consumers’ responses toward human brand transgression. To answer the research question of parasocial relationships can make consumers blind. LÄS MER

3. 2. The Good, The Bad and the Socially Responsible: Managing a Brand Reputation Crisis After being Cancelled

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Rafae Ahmad; Lisalot Marina Ineke Krans; Kristina Kielaityte; [2021]
   Nyckelord :Cancel culture; crisis management; brand reputation; communication strategies; Business and Economics;

   Sammanfattning : Purpose: The purpose of this paper is to investigate the concepts of brand integrity, brand reputation, brand crisis management and communication strategies used by brands to combat the cancel culture setting. This exploratory study may also aid marketing practitioners in developing appropriate crisis management strategies in response to such a crisis. LÄS MER