Sökning: "brand voice"

Visar resultat 11 - 15 av 38 uppsatser innehållade orden brand voice.

  1. 11. The Impact of Negative ewom on Brand Loyalty : A qualitative study in the context of social media

    Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/Företagsekonomi

    Författare :Therese Melander; Filip Dyrelöv; [2021]
    Nyckelord :;

    Sammanfattning : Social media is a modern commodity, almost half of the world's population are connected to it in some capacity. As a result of the accessibility and the reach social media have, many brands have also established their presence there. LÄS MER

  3. 12. The Consumer Education Journey

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Rebin Naderi; William O'Riordan; [2020]
    Nyckelord :Customer Experience Journey; Consumer Education; Consumer Education Journey; Sports Supplements; Gender; Business and Economics;

    Sammanfattning : Thesis purpose The purpose of our thesis is to explore how and why consumers with low prior knowledge educate themselves about sports supplements and what effect gender has. Methodology Our research derives from a pragmatic orientation. LÄS MER

  4. 13. Not a Brand but a Voice : The Advertising and Activism of Oatly in Germany

    Master-uppsats, Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

    Författare :Luisa Falkenstein; [2020]
    Nyckelord :Advertising; Commodity Activism; Social Semiotics; Multimodal Discourse Analysis; Oatly;

    Sammanfattning : When describing the company’s ethos and brand, the creative director of Swedish oat drink producer Oatly, John Schoolcraft, routinely declares the company’s intention to be not a brand, but a voice. As popular activist causes become utilized by companies and commodified for advertising use, identifying the ways in which communication is used to create meaning becomes a relevant skill. LÄS MER

  5. 14. Record labels' chance to drive the future! How record labels handle the changing landscape to create value in the relationship between record label and artist as well as artist and consumer

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Celina Johansson; [2020]
    Nyckelord :Music industry; Record labels; Market orientation; Service logic; Consumer engagement;

    Sammanfattning : The digital advancement has enabled a shift in the power dynamics of different players in the industry. For instance, the digital music services and platforms that help artists to release their music independently, hence artists don't need the record labels to release their music and connect with fans. LÄS MER

  7. 15. Dismantling the Creative Director : a media content analysis of creative directors Daniel Lee and Simon Porte Jacquemus

    Kandidat-uppsats, Lunds universitet/Avdelningen för modevetenskap

    Författare :Isabella Österlund; Allis Stenwall; [2020]
    Nyckelord :Creative director; fashion; luxury fashion; zeitgeist; consumer; fashion system; fashion-ology; social media; symbolic value; Daniel Lee; Bottega Veneta; Simon Porte Jacquemus; Jacquemus; field; communication; creativity; craftsmanship.; Cultural Sciences;

    Sammanfattning : This bachelor’s dissertation is written by Allis Stenvall and Isabella Österlund (2020), Division of Fashion Science, Lund University. The study titled “Dismantling the creative director” - A media content analysis of creative directors Daniel Lee and Simon Porte Jaquemus aims to analyze and understand the expectation and definitions of a creative director at a luxury fashion house and what influence the modern consumer has on fashion in the current zeitgeist. LÄS MER