Essays about: "Carolin Bruder"
Found 2 essays containing the words Carolin Bruder.
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1. It’s Time To Become Brave - The Phenomenon of Social Brand Activism
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose - Since the phenomenon of social brand activism is an emerging concept in literature and considered as a differentiation strategy for corporate brands, the purpose of this study is to evaluate the impact of social brand activism on the different brand personality dimensions. In addition, the study aims to examine if a high brand-cause fit enhances the effectiveness of social brand activism. READ MORE
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2. Should we stay or should we go? - Key brand elements that can be affected by sponsorship issues and how to communicate the “go-decision”
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: The purpose of this paper is to examine how sponsorship crises can affect brands. Especially brands that have decided to part from their athletes are taken into account in this paper. Besides that, it aims to establish managerial guidelines that help to communicate the termination of sponsorship activities. READ MORE