Essays about: "JCB"
Found 1 essay containing the word JCB.
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1. Business-to-Business Brand Pathos - Exploring Brand Fellowship in B2B Communication
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: The purpose of this master thesis was to explore, define and characterise the phenomenon of Brand Fellowship within business-to-business (B2B) communication by using the rhetorical appeals of ethos, logos and pathos. Brand Fellowship was observed to be the emotional relationship between man and machine that influences how heavy-duty machine companies construct their brand. READ MORE
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