Essays about: "B2B Brand Pathos"

Found 1 essay containing the words B2B Brand Pathos.

  1. 1. Business-to-Business Brand Pathos - Exploring Brand Fellowship in B2B Communication

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sebastian Zierke; Chris Young; [2017]
    Keywords : Business-to-Business; rhetorical appeals; ethos; logos; pathos; CBBE; Brand Fellowship; B2B Brand Pathos; brand communication; JCB; Business and Economics;

    Abstract : 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