Sökning: "Polina Zakharkina"

Hittade 2 uppsatser innehållade orden Polina Zakharkina.

  1. 1. Motives behind positive electronic Word-of-Mouth on social networking sites : So, why do you "like" that?

    Master-uppsats, Företagsekonomiska institutionen

    Författare :Christine Jansson; Polina Zakharkina; [2013]
    Nyckelord :word-of-mouth; WOM; electronic word-of-mouth; eWOM; motives for eWOM; social networking sites; SNS; Facebook;

    Sammanfattning : Consumers are increasingly engaging with brands on social networking sites (SNS) through activities such as sharing, commenting, liking and recommending products or brands to other consumers. These types of recommendations are referred to as electronic word‐of‐mouth (eWOM) and are proven to have a significant influence on consumers’ purchasing decisions. LÄS MER

  3. 2. Balansgången 
mellan 
kommersiell
 framgång
 och
 exklusiv
 image : ‐ 
Att
 lyckas 
med 
varumärkesutvidgning 
nedåt 
av 
lyxvarumärken

    Kandidat-uppsats, Företagsekonomiska institutionen

    Författare :Polina Zakharkina; Christine Jansson; [2011]
    Nyckelord :Luxury 
brands; 
brand
 image; 
brand
 extension; 
 brand 
dilution; Lyxvarumärken; 
varumärkesimage; 
varumärkesutvidgning; 
varumärkesurvattning
;

    Sammanfattning : Many
 luxury
 companies
 within
 the
 fashion
 industry
 today
 choose
 to
 extend
 their
 brands downwards
 in
 order
 to
 reach
 new
 customer
 segments
 and
 hence
 increase
 their
 profitability.
 A
 brand
 extension
 strategy
 that
 leverages
 the
 core
 values
 of
 the
 luxury
 brand
 is
 a 
new 
possibility 
for 
luxury 
brands 
to 
position 
themselves 
towards 
a 
broader 
customer 
base. LÄS MER