Avancerad sökning

Hittade 1 uppsats som matchar ovanstående sökkriterier.

  1. 1. Real or Fake? The Thin Line Between Consumers’ Perceived Brand Authenticity and Scepticism

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Sabrina Lungwitz; Maja Sjöstrand; [2022]
    Nyckelord :Socio-Political Activism; Brand Activism; Brand Authenticity; Brand Scepticism; Incumbent Brands; Challenger Brands; Cosmetics Industry; Business and Economics;

    Sammanfattning : Thesis Purpose: The aim of this study is to gain a nuanced understanding of consumers’ perceived authenticity of incumbent and challenger brands in the cosmetics industry. To examine the phenomenon, four brands from two different sectors within the cosmetics industry are investigated. LÄS MER