Sökning: "Petra Ernberg"

Hittade 1 uppsats innehållade orden Petra Ernberg.

  1. 1. To communicate or not to communicate : A case study of how corporate brands use corporate communication in order to rebuild a harmed corporate reputation.

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Petra Ernberg; Anna Kihlberg; [2017]
    Nyckelord :Brand crisis; corporate brand; corporate identity; corporate reputation; CSR; corporate communication;

    Sammanfattning : The shift from product- to corporate branding have resulted in a wider reach for organizations: containing both internal- and external stakeholders, that have resulted in that a corporate brand has to bear in mind of the importance of presenting itself as a cohesive brand throughout the different stakeholders. This in turn can be accomplished through corporate communication strategies. LÄS MER