Essays about: "Cecilie Pedersen Broberg"

Found 2 essays containing the words Cecilie Pedersen Broberg.

1. 1. When Business Becomes Politics - A Study of Consumers' Perceptions and Responses to Brand Activism

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Cecilie Pedersen Broberg; Ifigenia Doshoris; [2020]
   Keywords : Brand Activism; Consumer Activism; Brand Meaning; KLM; SAS; Business and Economics;

   Abstract : Thesis purpose: The purpose of this study was to gain an understanding of consumers' perceptions of the phenomenon of brand activism, and how they respond to it. Theoretical perspective: For the theoretical foundation we drew upon the literature streams within brand activism, consumer activism and brand meaning. READ MORE

3. 2. How Artificial Intelligence is changing The Relationship Between The Consumer and Brand in The Music Industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Ilse van de Haar; Cecilie Pedersen Broberg; Ifigenia Doshoris; [2019]
   Keywords : Artificial Intelligence; Spotify; Music Industry; Brand and Market Orientation Matrix; STP model; Business and Economics;

   Abstract : Purpose - The aim of this paper is to analyze Artificial Intelligence in the music industry in order to provide an indication of how Artificial Intelligence is expected to continue impacting the connection between the consumer and the brand. Design/methodology/approach - The study is based on a qualitative single case study method and it discusses how Spotify has incorporated Artificial Intelligence into its practices supportive of its branding strategy. READ MORE