Sökning: "artist Branding"

Visar resultat 1 - 5 av 17 uppsatser innehållade orden artist Branding.

  1. 1. Att vara äkta eller sälja sig för pengar : Föreställningar om artisters autenticitet i samband med reklamsamarbeten med externa varumärken

    Kandidat-uppsats, Karlstads universitet

    Författare :Lina Kerrouchi; Julia Jakobsson; [2024]
    Nyckelord :Authenticity; artists; music; influencer; influencer marketing; advertising; celebrity endorsement; qualitative interviews; focus groups; Autenticitet; artist; musik; influencer; influencer marketing; marknadsföring; kändissamarbeten; kvalitativa intervjuer; fokusgrupper;

    Sammanfattning : For decades authenticity has been of great interest in media and communication research. With this study, we aim to contribute to the research with a new perspective where authenticity is examined in artists who use influencer marketing on social media. LÄS MER

  3. 2. Full Disclosure: Demystifying craftwork and (re-)enchanting craft consumption

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Brett Smith; [2023-07-03]
    Nyckelord :Demystification; Enchantment; Craftwork; Transparency; Music Production; Live Streaming;

    Sammanfattning : This paper elucidates the relationship between demystification and enchantment in craftwork. Compared to mystification, demystification has received little attention in marketing research to understand how brands can foster transparency in a way that captivates and enchants consumers. LÄS MER

  4. 3. Bättre tillsammans? : En kvalitativ studie om motiven bakom samarbete med inriktning på fristående artister

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för management (MAN)

    Författare :Louise Gabrielsson; Ellen Jernetz; Alicia Sundin; [2023]
    Nyckelord :;

    Sammanfattning : Bakgrund: Samarbete är inget nytt fenomen inom skapandet av musik men under de senaste åren har statistik påvisat en ökning av samarbeten mellan artister. Denna identifierade trend av samarbete har ett behov av att undersökas för att få en förståelse för vilka motiv artister har för att inleda dessa samarbeten. LÄS MER

  5. 4. More Than a Music Artist? A qualitative study on consumer archetypes through the dynamics of fan-artist parasocial relationships

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Francesca Scriboni; Yasmine Ferchichi; [2023]
    Nyckelord :Parasocial Relationships; Fan-artist Engagement; Personal Branding; Content Creation; Consumer Attitudes; Fan Support; Fan Investments; Consumer Archetypes; Music Industry; K-pop Industry; Business and Economics;

    Sammanfattning : Thesis Purpose: This study examines how parasocial relationships between music artists and fans foster a plethora of different consumer attitudinal outcomes, with the purpose to provide clarity through the shaping of distinct consumer archetypes, while offering in this way practical insights for marketers and industry professionals. The context of K-pop is used to delve deeper into the understanding of the use of the parasocial sphere in the music industry scenario. LÄS MER

  7. 5. Fan Community Activities That May Destroy Value

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Chandhni Jayakanth; Anesa Kuruzovic Subo; [2022]
    Nyckelord :Business and Economics;

    Sammanfattning : Course: BUSN39 Degree Project in Global Marketing - Master Level Keywords: Brand Community, Branding, Brand Loyalty, Value Destruction, Fandom, Music Artists, EXO Purpose: The purpose of this study is to research brand communities and understand if certain brand community activities may contribute towards the destruction of value of the brand. Specifically, this thesis will focus on music artist brands, their fandom communities and how the fan activities and discourse may be destructive in nature for the value of the music artist’s brand. LÄS MER