Sökning: "two brands"

Visar resultat 1 - 5 av 703 uppsatser innehållade orden two brands.

  1. 1. Att vara äkta eller sälja sig för pengar : Föreställningar om artisters autenticitet i samband med reklamsamarbeten med externa varumärken

    Kandidat-uppsats, Karlstads universitet

    Författare :Lina Kerrouchi; Julia Jakobsson; [2024]
    Nyckelord :Authenticity; artists; music; influencer; influencer marketing; advertising; celebrity endorsement; qualitative interviews; focus groups; Autenticitet; artist; musik; influencer; influencer marketing; marknadsföring; kändissamarbeten; kvalitativa intervjuer; fokusgrupper;

    Sammanfattning : For decades authenticity has been of great interest in media and communication research. With this study, we aim to contribute to the research with a new perspective where authenticity is examined in artists who use influencer marketing on social media. LÄS MER

  3. 2. Cold War In The Ice Cream Industry

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Geny Pitaloka Hayyu; Lina Radilovic; Lilla Virag Erdelyi; [2024]
    Nyckelord :Fighter Brand; Challenger Brand; Emerging Market; Corporate Brand Structure; Brand Competition; Business and Economics;

    Sammanfattning : Market leader Unilever Wall’s has been enjoying its position unchallenged for years in Indonesia, until the Chinese contender Aice joined the competition in 2015 followed by Joyday. The two challenger brands sell extremely low-priced products, gaining market share from Unilever at a fast pace. LÄS MER

  4. 3. Breaking out of Boundaries: A multiple case-study examining the role of entrepreneurship for the internationalization of small skincare born global firms

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Celina Hua; Mimmy Ly; [2023-07-18]
    Nyckelord :Born Global; Internationalization; Entrepreneurial Capabilities; Effectual Logic; Human Capital; Networking Capabilities; Serendipity;

    Sammanfattning : As the beauty and skincare market continues to grow globally, there is also a growing trend of early and rapid internationalization among skincare brands that are looking to capitalize on the global market. While this constitutes a great opportunity for companies, internationalization can be difficult for young and small firms, in particular, to effectively navigate. LÄS MER

  5. 4. A comparative study: How are European fast-fashion and high-end fashion brands adapting their marketing strategy for the Japanese market?

    Kandidat-uppsats, Göteborgs universitet/Företagsekonomiska institutionen

    Författare :Amanda Hansson; Tobias Stenström; [2023-06-28]
    Nyckelord :: luxury fashion; budget fashion; Japanese fashion; marketing mix; Japanese culture; consumer behavior;

    Sammanfattning : The study investigated how European fashion brands adapt their marketing strategies to the Japanese market. The culture in Japan differs from Europe, in which advertisements, commercials and other promotional tools risk getting misinterpreted or perceived as offensive. LÄS MER

  7. 5. Från diamant till kristall En undersökning av annonsens roll i Swarovskis omprofilering

    Kandidat-uppsats, Göteborgs universitet/Institutionen för kulturvetenskaper

    Författare :Annie Salius Koka; [2023-05-31]
    Nyckelord :Omprofilering; varumärkesprofil; varumärkesidentitet;

    Sammanfattning : In recent years many brands have changed their looks and entire brand identities to keep up with the ever changing trends and demands. This paper will focus on the Austrian brand Swarovski mostly known for their crystal figurines and jewelry, who in 2021 underwent a total rebranding. LÄS MER