Sökning: "Undine Himmelsbach"

Hittade 2 uppsatser innehållade orden Undine Himmelsbach.

1. 1. Individual Consumer Identity Formation in a Politicised World

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Marine Hakobyan; Undine Himmelsbach; [2022]
   Nyckelord :Identity Formation; Consumer Identity; Political Consumerism; Everyday Political Consumption; Consumer Resistance; Sustainable Consumption; Business and Economics;

   Sammanfattning : Thesis Purpose: The purpose of this thesis is to gain an understanding of how consumers build their individual identities through everyday political acts of consumption. Methodology & Empirical Data: This study is conducted based on a social constructionist worldview with a qualitative research design, adopting an inductive approach. LÄS MER

3. 2. How weird elements in brand communication can strengthen brand intimacy.

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Yingting Zhang; Francesco Carlino; Undine Himmelsbach; [2021]
   Nyckelord :Brand Communication; Advertisement; Brand Identity; Brand Personality; Elements of Weirdness; Elements of Surprise; Brand Rejuvenation; Brand Positioning; Brand Intimacy; Brand Rhetoric.; Business and Economics;

   Sammanfattning : Abstract Purpose: The purpose of this paper is to explore “weird elements” as part of brand communication in relation to brand intimacy. To define the purpose more precisely, this paper will focus on four specific research questions with reference to the selected case examples: 1. Which message is conveyed? 2. LÄS MER