Sökning: "garcin alexander"

Hittade 2 uppsatser innehållade orden garcin alexander.

1. 1. ”Why don’t you have your own car?” : A master thesis investingating how Access-based consumption creates consumer-brand relationships for car brands.

   Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

   Författare :Alexander Garcin; Olle Falkenäng; [2014]
   Nyckelord :Relationship Marketing; Brand Relationship Quality; BRQ; Fournier; Access-based consumption; Ownership-based consumption; Carpool; Car Brands; Ford; Skoda; Volkswagen; Toyota;

   Sammanfattning : Ownership-based consumption mode has been perceived as the normative ideal in how consumer-brand relationships are created. Today, Access-based consumption mode allows consumers to access brands among other consumers without needing to sole- or joint own them. LÄS MER

3. 2. Starkare varumärke genom användande av sociala medier : En kvalitativ fallstudie av Volkswagen Sverige

   Kandidat-uppsats, Institutionen för ekonomi och företagande

   Författare :Joakim Strandh; Alexander Garcin; [2012]
   Nyckelord :Social media; Social networks; Brand; Brand equity; Communication; relationship marketing; word of mouth; word of mouse; push and pull marketing; Facebook; Volkswagen; B2C.; Sociala medier; sociala nätverk; varumärke; varumärkeskapital; kommunikation; relationsmarknadsföring; word-of-mouth; word-of-mouse; push- pullmarknadsföring; Facebook; Volkswagen och B2C.;

   Sammanfattning : Problem-definition: How companies work with social media to strengthen their brand equity and what other purposes might lay behind this usage. Purpose: How Volkswagen Sweden use social media in order to strengthen their brand equity. LÄS MER