Essays about: "Rocío Martínez Climent"

Found 1 essay containing the words Rocío Martínez Climent.

  1. 1. Local identity and place branding use as a corporate branding strategy. The case of Länsförsäkringar

    University essay from Malmö universitet/Fakulteten för kultur och samhälle (KS)

    Author : Rocío Martínez Climent; [2019]
    Keywords : local identity; identity; place branding; local place branding; social media; visual semiotic analysis;

    Abstract : This master thesis aims to contribute to the available literature on how place branding can be used for enhancing local identity and how this affects audience participation, in particular: engagement on social media. The case of two campaigns of the Swedish cooperative bank Länsförsäkringar are used to demonstrate the initial hypothesis: local identity and place branding use in campaigns as part of a corporate branding strategy increases followers’ engagement and participation on social media. READ MORE