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1. 1. Building Brand Reputation in the Digital Age: Identifying effective brand communication to win the moment of truth online

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Christian Hoffmann; Lisa Weithaler; [2015]
   Nyckelord :Moment of Truth Online; Consumer Decision-Making Process Online; Brand Communication; Brand Reputation; Brand Identity; Business and Economics;

   Sammanfattning : 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