Sökning: "critical theory marketing"

Visar resultat 1 - 5 av 121 uppsatser innehållade orden critical theory marketing.

  1. 1. Föräldrars konsumentbeteende och matval : En kvalitativ studie om barnfamiljers attityder kring asiatisk mat i Sverige.

    Kandidat-uppsats, Karlstads universitet/Avdelningen för företagsekonomi; Karlstads universitet/Handelshögskolan (from 2013)

    Författare :Sonali Pal; Hafsa Hassan; [2024]
    Nyckelord :Företagsekonomi; Konsumentbeteende;

    Sammanfattning : Abstract: Consumer behaviour develops during different life stages, as emphasized by Solomon et al. (2016). Notably, the transition to parenthood entails significant changes, challenging pre-existing consumption routines and introducing new priorities, especially in terms of dietary habits (Hamilton & White, 2012). LÄS MER

  3. 2. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Felix Ellqvist; Niklas Kjellander; [2023]
    Nyckelord :Brand Positioning; Brand Management; Market Orientation; Brand Orientation; Schools of Positioning; Business and Economics;

    Sammanfattning : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. LÄS MER

  4. 3. Can Generative AI Replace Human Communication Professionals? A qualitative study comparing social media content generated by Artificial Intelligence and humans

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Deline Fredriksson; Matilda Eriksson; [2023]
    Nyckelord :Generative AI; AI visualisation tools; Artificial Intelligence; ChatGPT; DALL·E; Social Media; Content Creation; Digital Marketing; AI-generated content; Social Sciences;

    Sammanfattning : Generative AI is a novel phenomenon, now within the hands of the public. The utilisation of AI has already started replacing human employees in many industries and previous research shows that generative AI have great abilities in creative and communicative contexts. LÄS MER

  5. 4. How to Make a Narrative Fly?

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Kevin Fritz; [2023]
    Nyckelord :Brand legitimacy; discursive theory; lexical choices; semiotic resources; narrative; multimodal critical discourse analysis; SAS; storytelling; strategic communication; digital media; Social Sciences;

    Sammanfattning : The airline industry has been heavily affected by crises that have occurred in the last years. By using the theory of brand legitimacy and storytelling, a multimodal critical discourse analysis was conducted. 2020 is a year by many seen as a paradigm shift, due to the Covid-19 pandemic. LÄS MER

  7. 5. FÖRSVARET ANGÅR (INTE) ALLA : En kritisk diskursanalys av den finländska försvarsmaktensporträttering av kvinnor i sin rekrytering.

    Kandidat-uppsats, Umeå universitet/Statsvetenskapliga institutionen

    Författare :Hanna Koivukangas; [2023]
    Nyckelord :the Finnish Armed Forces; women in the military; Hall representation; gender contract; critical discourse analysis; CDA;

    Sammanfattning : In this paper I will examine how the Finnish Armed Forces use representation to portraywomen within the military, in the context of marketing. I will do this partly by analyzingvisual texts, but also by performing a critical discourse analysis. LÄS MER