Sökning: "Saga Bluhme"

Hittade 2 uppsatser innehållade orden Saga Bluhme.

1. 1. Disrupting Heritage: A Qualitative Study of how Luxury Fashion Heritage Brands are Perceived by Brand Public Members During a Rebranding

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Johanna Orheim; Saga Bluhme; [2019]
   Nyckelord :Heritage Brands; Brand Publics; Evolutionary and Revolutionary Rebranding; Burberry; Gucci; Business and Economics;

   Sammanfattning : The aim of this study was to determine in what manner a luxury fashion heritage brand can rebrand from the perspective of brand public members. In line with the relativist and social constructivist stance taken in this study, a netnography of posts and belonging comments on the Instagram accounts of this study’s two example companies, Burberry and Gucci, was conducted. LÄS MER

3. 2. Dramatically Changing Brand Image

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Johanna Orheim; Saga Bluhme; Clara Michelsen; [2018]
   Nyckelord :Brand image change; paraprosdokian; cognitive dissonance; brand perceptions; brand prejudices; elements of surprise; Social Sciences;

   Sammanfattning : The purpose of this journal is to further investigate how a brand, during a limited time frame, can change an unwanted image by challenging the stereotypical perceptions of their brand by adding an element of surprise. The research is conducted through a multiple-case study consisting of four cases: Mercedes-Benz, Opel, McDonald’s and Lidl. LÄS MER