Sökning: "internal brand pilgrimage"

Hittade 1 uppsats innehållade orden internal brand pilgrimage.

  1. 1. Internal Brand Pilgrimage - A conceptualization of how brands with a heritage use corporate museums internally

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Johan Lehmann; Axel Åkerlund; [2017]
    Nyckelord :internal brand pilgrimage; corporate museums; internal branding; corporate heritage brands; corporate storytelling; Business and Economics;

    Sammanfattning : Purpose: The purpose is to explore the phenomenon of utilizing corporate museums in internal branding, in order to understand what they are, how they are used and why in the context of strategic brand management in general and brands with a heritage in particular. Methodology: A qualitative multiple case study with a constructionist and inductive approach has been executed. LÄS MER