Sökning: "embedded marketing"

Visar resultat 1 - 5 av 55 uppsatser innehållade orden embedded marketing.

  1. 1. Elbilen och den gröna marknadsföringsparadoxen : En kritisk multimodal diskursanalys av elbilsreklam

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

    Författare :Ida Eriksson; [2023]
    Nyckelord :Electric vehicles; Car commercials; Green capitalism; Green marketing; Multimodal discourse analysis; Environmental Communication; Elbilar; Bilreklam; Grön kapitalism; Grön marknadsföring; Multimodal diskursanalys; Miljökommunikation;

    Sammanfattning : Hur bidrar reklamfilmer till att producera och reproducera klimatdiskurser i samhället? Genom att undersöka tre svenska reklamfilmer som marknadsför elbilar syftar studien till att öka förståelsen för hur reklam samspelar med allmänhetens åsikter om miljöfrågor. De aktuella bilmärkena är Kia, Volkswagen och Volvo. LÄS MER

  3. 2. Exploring the Use of Nordicness in Sustainability Messages: The Case of Nordic Fashion Brands

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Sukhitha Basnayake; Emilie Nørgaard; Jonhatan Andres Acevedo Escobar; [2023]
    Nyckelord :Business and Economics;

    Sammanfattning : Being on everyone’s lips for years, the concept of sustainability has become an almost unavoidable phenomenon within contemporary business discourses and practice. In particular, has the Nordic fashion industry increasingly been infused by sustainability with a continuous growing public interest in buying sustainable products from companies that have embarked on a sustainable path. LÄS MER

  4. 3. DIGITAL INNOVATION MAZE : A Case Study of a X-Reality Innovation Diffusion

    Master-uppsats, Umeå universitet/Institutionen för informatik

    Författare :Hannes Sjöström; Pavithra Sivakumar; [2023]
    Nyckelord :Digital Innovation; Diffusion; Layered Modular Architecture; Technological Embedding; Service-Dominant Logic;

    Sammanfattning : Digital innovation (DI) has enabled businesses to enhance their existing market offerings by integrating digital features. Despite advanced technologies, substantial marketing efforts, and global recognition, businesses can still struggle to convince customers to adopt their digital market offering. LÄS MER

  5. 4. From Cost Spender to Value Provider - Using Data to Build and Sustain Brands

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Sofia Steerling; Louise Edlund; [2023]
    Nyckelord :brand management; brand building; brand sustaining; data; data analytics; Business Intelligence; data-driven decision-making; multi-brand company; Business and Economics;

    Sammanfattning : Introduction: Data has revolutionized how business is conducted and presents several possibilities for companies to capitalize on, namely data-driven decision-making, Business Intelligence, and marketing. However, how it pertains to brand management has not been covered. LÄS MER

  7. 5. CSR EMBEDDED IN THE CORPORATE DNA : A QUALITATIVE CASE STUDY OF CSR-BRANDING AND SUSTAINABILITY REPORTING WITHIN A NORDIC MULTI-BRAND ORGANIZATION IN THE BEAUTY INDUSTRY

    Magister-uppsats, Umeå universitet/Företagsekonomi

    Författare :Emelie Rantatalo; Linda Jonsson; [2023]
    Nyckelord :corporate social responsibility; corporate branding; CSR- branding; sustainability reporting; stakeholders;

    Sammanfattning : CSR-branding has gained recognition and promotes organizations to incorporate CSRinitiatives into their branding strategies. Conversely, executing an effective CSR-brandingstrategy presents challenges such as aligning relevant initiatives with the corporate brand,assessing internal resources, and engaging external stakeholders. LÄS MER