Essays about: "Francesca Scriboni"

Found 3 essays containing the words Francesca Scriboni.

  1. 1. Balenciaga: Is there anything worse than not being talked about?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Francesca Scriboni; Beatrice Lidia Rosa Allievi; Daniel Castro Jimenez; [2023]
    Keywords : Business and Economics;

    Abstract : This is a master case about the latest Balenciaga's scandal regarding the 'Gift Shop' campaign 2022. This case was chosen by the authors as a starting point to investigate how far can and should the communication in the luxury field go. Is attention always positive? And when does it actually hurt the brand?.. READ MORE

  3. 2. More Than a Music Artist? A qualitative study on consumer archetypes through the dynamics of fan-artist parasocial relationships

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Francesca Scriboni; Yasmine Ferchichi; [2023]
    Keywords : Parasocial Relationships; Fan-artist Engagement; Personal Branding; Content Creation; Consumer Attitudes; Fan Support; Fan Investments; Consumer Archetypes; Music Industry; K-pop Industry; Business and Economics;

    Abstract : Thesis Purpose: This study examines how parasocial relationships between music artists and fans foster a plethora of different consumer attitudinal outcomes, with the purpose to provide clarity through the shaping of distinct consumer archetypes, while offering in this way practical insights for marketers and industry professionals. The context of K-pop is used to delve deeper into the understanding of the use of the parasocial sphere in the music industry scenario. READ MORE

  4. 3. From words to actions: the effects of the transformation of core values through the physical stores

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Yuxin Li; Katherine Camacho; Francesca Scriboni; [2022]
    Keywords : transformation of core values; brand associations; visual identity; store branding; brand experience; brand image; Lush; Kiehl’s.; Business and Economics;

    Abstract : Purpose: To examine how core values can be concretely transformed in the physical stores in order to help with the creation of favorable brand associations and the shaping of the brand image. Methodology: The paper combines both primary and secondary data, with a specific focus on two brands as case studies: Lush and Kiehl's. READ MORE