Essays about: "Brand Negotiation"

Showing result 1 - 5 of 10 essays containing the words Brand Negotiation.

  1. 1. The dynamic process of brand negotiation in virtual brand communities in the airline industry - a case study of a full-service carrier, KLM Royal Dutch Airlines

    University essay from Göteborgs universitet/Graduate School

    Author : Jing Rong Chang; Corina Choi Magnusson; [2021-07-01]
    Keywords : Brand negotiation; virtual brand communities; trust and commitment; actor-network theory; airline industry;

    Abstract : The increasing application of digitalisation and the popular use of social media affect the way brands communicate with their customers. The growing significance of virtual brand communities (VBCs) such as Facebook brand fan pages has led to a change in how brands and consumers interact, thus urging researchers and marketers to look for new perspectives of management within this area. READ MORE

  3. 2. Brand negotiations in Video Game Communities - An exploratory study analysing community-made discourses in video game brands and how they shape the brand image

    University essay from Göteborgs universitet/Graduate School

    Author : Christian Möller; [2020-06-23]
    Keywords : ;

    Abstract : Video games are engaging products with large followings engaging in their brands. Despite this, video game value has proven hard to research and the area is understudied (Boyle et al., 2012). READ MORE

  4. 3. Situational brand ambassadorship - a study of how part-time employees make sense of themselves as brand ambassadors

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Kaisa Uronen; [2020]
    Keywords : brand ambassador; employee ambassador; ambassadorship; sensemaking; identity; normative control; brand-centred control; situation; Social Sciences;

    Abstract : The aim of this research is to understand and unpack the phenomenon of brand ambassadorship by examining the sensemaking and actualization as well as the consequences of it. The study adopts an employee-perspective on brand ambassadorship to scrutinize the phenomenon in terms of what is here referred to as ’situational’ brand ambassadorship. READ MORE

  5. 4. From Way Out West to Veg Out West - A study on changes to a key brand property and brand meaning negotiation on social media

    University essay from Göteborgs universitet/Graduate School

    Author : Jakob Obstfelder; Pär Gustafsson; [2019-07-03]
    Keywords : Brand meaning negotiation; Sign values; Social media; Identity creation;

    Abstract : Purpose: The purpose of this paper is to illustrate the brand meaning negotiation process on social media, using the case of the Way out West brand that changed a key brand property in 2012. We aim to uncover dynamics and reasons for why and how the brand’s meaning has been negotiated, and the influence social media has had by expanding on previous research, most notably Giesler ( 2012 ) research findings on brand meaning negotiation. READ MORE

  6. 5. A Critical Discourse Analysis of Sexual Violence and Power : #metoo in Swedish media

    University essay from Linköpings universitet/Tema Genus

    Author : Emma Källvik; [2018]
    Keywords : sexual violence; rape; sexual harassment; #metoo; critical discourse analysis; poststructuralism;

    Abstract : During the fall of 2017, a campaign named #metoo went viral on Twitter. The purpose of #metoo was to highlight how many that had experiences of sexual harassments and assaults. The campaign did also gain a lot of attention in traditional Swedish media. READ MORE