Sökning: "Lea Henrike Engling"

Hittade 1 uppsats innehållade orden Lea Henrike Engling.

  1. 1. Making the relationship mobile: an exploratory study of the impact of mobile marketing on the customer-brand relationship

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Lea Henrike Engling; Andreea Dinca; [2012]
    Nyckelord :Mobile Marketing; Customer-Brand Relationship; Mobile Communication; Branded Apps; Business and Economics;

    Sammanfattning : The purpose of this thesis is to increase the understanding of how mobile marketing, in particular branded apps, impacts the customer-brand relationship. To gain a holistic comprehension of the phenomenon, the relationship is looked at from both the brand’s and the customer’s viewpoint. LÄS MER