Sökning: "Sofie Wiksborg"

Hittade 2 uppsatser innehållade orden Sofie Wiksborg.

  1. 1. Virtual Influencers, Friends to Listen to?

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Jacob Rönnhed; Sofie Wiksborg; [2021]
    Nyckelord :Virtual influencer; influencer marketing; influencer; parasocial relationship; opinion leadership; source credibility; Business and Economics;

    Sammanfattning : Thesis Purpose: The purpose of this study is to explore if virtual influencers can be viewed as capable of developing parasocial relationships and opinion leadership. This will be researched through the virtual influencers source credibility, perceived by the Swedish audience of Instagram. LÄS MER

  3. 2. Do flagship stores affect your habits and daily routines? A case study on Swedish Match and Löfbergs about brand equity in the FMCG industry

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Albin Waldeck; Sofie Wiksborg; Olle Stenbäck; [2020]
    Nyckelord :Flagship stores; brand equity; perceived quality; brand loyalty; brand associations; brand awareness; brand experience; Swedish Match; Löfbergs; fast-moving consumer goods; Business and Economics;

    Sammanfattning : Abstract Purpose: To examine how flagship stores might affect brand equity for brands in the fastmoving consumer goods industry. Methodology: This paper adopts a qualitative research method. LÄS MER