Essays about: "Brand-centred control"

Found 2 essays containing the words Brand-centred control.

1. 1. 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

3. 2. The Blurred Line Through Technology

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Amanda Hellström; Aparna Revi; [2019]
   Keywords : Technology; Sensemaking; Service Organizations; Organizational Culture; Brand; Brand-centred control; Control; Internal Branding; Normative Control; Neo-Normative Control; Business and Economics;

   Abstract : Modern technology plays a significant role in transforming workplaces and creating an improved business performance. The technological advancements have enabled organizations to utilize technology platforms for increased brand performance since brand and branding have become highly important in today’s organizations. READ MORE