Sökning: "Okka Mennenga"

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  1. 1. The Increased Value in Appealing to Brand Community Members - A Comparison with Regular Customers

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Klara Dunehav; Okka Mennenga; [2021]
    Nyckelord :Business and Economics;

    Sammanfattning : Title: The Increased Value in Appealing to Brand Community Members - A Comparison with Regular Customers Date of seminar: June 3rd, 2021 Course: BUSN39 - Degree Project in Global Marketing - Master Level Authors: Klara Dunehav & Okka Mennenga Supervisor: Veronika Tarnovskaya Keywords: Brand Communities, Brand Value, Fashion Brands, Qualitative Research Thesis Purpose: Identifying differences in brand value between fashion brand community members compared to regular customers in order to see value-enhancing traits. Methodology: Qualitative, Abductive and Intensive Research based on 9 semi-structured interviews. LÄS MER