Essays about: "Unconventional Brand Collaborations"

Found 1 essay containing the words Unconventional Brand Collaborations.

  1. 1. The Odd Couple

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Jesper Gunnarsson; Lukas Morneweg; [2022]
    Keywords : Unconventional Brand Collaborations; perceived fit; brand partnerships; consumer culture perspective; Gen Z; Business and Economics;

    Abstract : The purpose of this research is to explore the phenomenon of Unconventional Brand Collaborations from a consumer culture perspective and discover the factors that make them appealing to Gen Z. Hence, this study aims to give another perspective than the one given by previous literature on brand collaborations, which emphasizes the need for a high perceived fit between the parent brands. READ MORE