Essays about: "Gustav Silvegren"

Found 3 essays containing the words Gustav Silvegren.

1. 1. From Print to Social: Does the Choice of Media have an Impact on the Brand Building Process?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Gustav Silvegren; Lukas Morinder; [2016]
   Keywords : Brand Equity; Customer-Based Brand Equity; Brand Personality; New Media; Traditional Media; Social Media; Print Media; Newspaper; Facebook; Business and Economics;

   Abstract : Purpose: Based upon previous theories on customer-based brand equity, this study investigates whether the usage of either print or social media have relatively stronger impact upon the brand building components; brand awareness, emotional and functional brand image, willingness to pay a price premium and purchase intention. Methodology and Empirical Evidence: Perceptions on fictional advertisements were collected from a total of 493 respondents. READ MORE

3. 2. Glenn Strömberg Collection – Favorability of a Moderately Incongruent Celebrity Brand

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Gustav Silvegren; Ludvig Erlandsson; Viktor Lindell; [2015]
   Keywords : Business and Economics;

   Abstract : .... READ MORE

4. 3. Reshaping the image of an industry - The Intrum Justitia Case

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Gustav Silvegren; Hanna Sjöstrand; Michelle Volbeda; [2015]
   Keywords : Business and Economics;

   Abstract : .... READ MORE