Essays about: "Imke Falkenrodt"
Found 2 essays containing the words Imke Falkenrodt.
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1. The influence of corporate brand reputation on the purchase intention of the post-postmodern consumer society
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis Purpose: The present research investigates the relationship between corporate brand reputation and consumer purchase intention while regarding to the post-postmodern consumer of today. The purpose of the study is to contribute with insights on how the post-postmodern consumer evaluates corporate brand reputation and explore the effect of this evaluation on consumer purchase intention. READ MORE
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2. Exploring the positioning of tobacco-free snus as a new category in the disruption of the market
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: To explore the positioning of tobacco-free snus as a new category in the disruption of the market. Theory: Positioning, Disruption, Blue Ocean Strategy, New Category Creation Methodology: This paper uses a qualitative and exploratory research method. READ MORE