Essays about: "Katharina Nadine Junge"

Found 2 essays containing the words Katharina Nadine Junge.

1. 1. Damned if you do, damned if you don't.

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Felix Ellqvist; Nicholas-Joel Kisling; Katharina Nadine Junge; [2023]
   Keywords : H M; sustainability; case; brand image; brand reputation; vocal; brand management; strategy; Business and Economics;

   Abstract : “(Un)sustainable fashion: H&M breaks promise.” “H&M sued for greenwashing claims, again.” “H&M under fire!” Helena Holgersson is sitting in her office on the top floor of H&M’s Stockholm Headquarters staring at the headlines flickering on her computer screen. READ MORE

3. 2. Genuine or misleading? An exploration of Gen Z consumer perceptions of inauthentic brand heritage in fashion branding

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Roosa Maria Viloma; Katharina Nadine Junge; [2023]
   Keywords : Brand heritage; Authenticity; Gen Z; Inauthentic heritage; Fashion branding; Business and Economics;

   Abstract : Thesis purpose: The purpose of the research is to contribute to existing research and theory by providing insights into how Gen Z consumers perceive inauthentic brand heritage in fashion branding. It also aims to understand how these perceptions differ between fast fashion and luxury fashion and how they contribute to consumer attitudes towards brands. READ MORE