Sökning: "Lisa Weithaler"
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1. Building Brand Reputation in the Digital Age: Identifying effective brand communication to win the moment of truth online
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Thesis purpose: The central purpose is to deliver a theoretical and practical contribution to existing literature in the fields of brand identity as well as brand reputation and particularly brand communication as a connecting link, lying in between. Further, the authors attempt to provide thorough understanding of the influence of online brand communication on consumers’ decision-making process respectively the critical moment of truth online. LÄS MER
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