Essays about: "Amy Errmann"

Found 1 essay containing the words Amy Errmann.

  1. 1. The pirate and the navy: Challenger brands and their utilization of counter-hegemonic ideology in identity communication

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Amy Errmann; Anna-Lena Nilsson; [2013]
    Keywords : challenger branding; brand identity; brand narrative; brand communication; hegemony; counter-hegemony; Business and Economics;

    Abstract : Challenger branding is a phenomenon that is gaining significant exposure in academia. However, most research on this branding approach relates to a practical or technical knowledge interest, ignoring the counter-hegemonic critique that exemplifies challenger branding. READ MORE