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Visar resultat 1 - 5 av 149 uppsatser som matchar ovanstående sökkriterier.

  1. 1. Marknadsföring i fotbollsvärlden. En studie som fördjupar sig i samspelet mellan klubbar och fotbollsspelares varumärken

    Kandidat-uppsats, Göteborgs universitet/Företagsekonomiska institutionen

    Författare :Lucas Thijssen; Gabriel Ferriere; [2024-01-23]
    Nyckelord :Brand; Brand image; Branding theory; Celebrity endorsement theory; Emotional branding theory; Fan loyalty; Star player;

    Sammanfattning : In the world of football, the divide between Swedish clubs and the international competition has only increased in recent years. The financing of a club is a big part of its competitive force, with the transfer market being an important aspect in having a successful club and assembling a strong squad. LÄS MER

  3. 2. International disputes and nation branding. Investigating Individual Attitudes, Attitude Changes, and Its Implications in the wake of the NATO dispute between Turkey and Sweden

    Kandidat-uppsats, Göteborgs universitet/Företagsekonomiska institutionen

    Författare :Oskar Eriksson; [2023-11-07]
    Nyckelord :;

    Sammanfattning : This thesis investigates the interplay between attitudes and nation branding in the context of the NATO dispute between Sweden and Turkey, along with its subsequent events. The study employs a mixed-method approach, combining a pre-study and content analysis, with a quantitative survey and qualitative interviews that illustrates the nuances of the attitudes measured. LÄS MER

  4. 3. Gaining Social Power In a Time of Conflict : A case study on how the two superpowers China and the US are using security branding on Twitter to gain social power during an ongoing war.

    Kandidat-uppsats, Högskolan Väst/Institutionen för ekonomi och it

    Författare :Emil Karlsson; Linda Wilsson; [2023]
    Nyckelord :Security Branding; Generic Frames; Digital Diplomacy; International Relations; Soft Power; Social Power; Superpower Rivalry; Twitter;

    Sammanfattning : How are the two superpowers of the world using Twitter as a platform for gathering global support for their policies when tweeting about an ongoing international conflict? That is the question that is answered in this thesis through a small-N case study. A mixed-method content analysis, based on security branding and generic framing, was applied to the data to determine how security branding is used by the actors to acquire social power. LÄS MER

  5. 4. När länder blir varumärken och politiker marknadsförare En kvalitativ analys av den svenska regeringens publicering på sociala medier

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Johanna Hansson; Eléonor Johansson; [2023]
    Nyckelord :Public diplomacy; nation branding; nation branding identity; diplomatic listening; reputation management; cooperate; signals; social media; Offentlig diplomati; nationsvarumärkning; nationsvarumärkesidentitet; diplomatiskt lyssnande; nationsrykteshantering; samarbeta; signaler; sociala medier.; Social Sciences;

    Sammanfattning : This study aims to contribute to the research field of public diplomacy and nation branding on social media. The study examines how Swedish government representatives communicated nation branding, reputation management and public diplomacy. LÄS MER

  7. 5. Exploring Swedish Values : A Comparative Study of Perspectives among International and Swedish Students in Sweden

    Master-uppsats, KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Författare :Elise Johansson; [2023]
    Nyckelord :Swedish values; nation branding; public diplomacy; soft power; intercultural communication; Swedish Institute; Svenska värderingar; nation branding; offentlig diplomati; mjuk makt; interkulturell kommunikation; Svenska institutet;

    Sammanfattning : This thesis examines Swedish values from the perspectives of international and Swedish students residing in Sweden, with the collaboration of the Swedish Institute—a public agency focused on enhancing Sweden’s global image and attractiveness to researchers, students, and talents. The research explores the field of nation branding, public diplomacy, and soft power. LÄS MER