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Found 3 essays matching the above criteria.

  1. 1. Controversial Advertisement and New Investors: Is this a knock-OAT for the sustainable Company Oatly?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Beata Edlund; Emma Pärsson; Johanna Gripwall; [2021]
    Keywords : brand activism; Oatly; corporate reputation; brand identity; Business and Economics;

    Abstract : December 2nd 2016 it was established that Oatly had a new co-owner, China Resources, a partnership that went against not only their own core values but also the values of their oat followers. However, it was not until 2019 the media storm drew in. READ MORE

  3. 2. Showrooms: the future of online and offline retailers? - An explorative comparison of showrooms’ value contribution to the customer experience

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Emma Pärsson; Beata Edlund; [2021]
    Keywords : Showrooms; Customer Experience; Online- and Offline Retailers; Polestar; IKEA; Availability; Personnel- and Technology; Physical Experience; Brand Awareness; Business and Economics;

    Abstract : Purpose: The purpose of this study is to investigate from a consumer perspective, showrooms’ value contribution to the customer experience, and if there are differences in contribution whether the company, opening a showroom, derives from online or offline formats. Methodology: Conducting the study philosophies of epistemology and ontology was regarded, where the social constructionism stance was employed. READ MORE

  4. 3. Directing Customer Social Identity Through Influencer Marketing and Brand Co-creationActivities : A NA-KD Case Study

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Sylvie DellaBruna; Beata Edlund; [2020]
    Keywords : Influencer Marketing; Brand Co-Creation; Brand Communities; Brand-Self Connection; Brand Experience;

    Abstract : Background: Today, for firms to engage with customers, it takes more than traditional advertisements, enticing prices and celebrity endorsements. Customers now rely on and expect to become an active rather than passive participant in the firm’s branding and marketing activities. READ MORE