Essays about: "Hongning Wang"

Found 2 essays containing the words Hongning Wang.

1. 1. One-stop-shop: Will super-apps disrupt multi-touchpoint consumer journeys?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Haotian Zhang; Hongning Wang; [2023]
   Keywords : Super apps; Klarna; consumer behaviours; touchpoints; consumer journey; Business and Economics;

   Abstract : This research investigates consumer behaviours within the context of Super Applications (Super Apps) usage, specifically examining Millennials and Generation Z in Sweden utilising the super app, Klarna. Utilising Digital Practice Tracking (DPT) methodology, coupled with observational techniques and post-phenomenological interviews, this research began by identifying patterns in consumer behaviour during super apps usage. READ MORE

3. 2. Increasing Brand Accessibility Without Compromising Brand Identity

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Darragh Moorhouse; Hongning Wang; Haotian Zhang; [2022]
   Keywords : Brand Accessibility; Brand Identity; Brand Alliance; Brand Extent; Premium and Luxury.; Business and Economics;

   Abstract : This paper aims to investigate methods deployed by brands to increase accessibility while maintaining brand identity, particularly in premium and luxury brands. A literature review will provide a basis for a deeper understanding of brand identity, accessibility, and rejuvenation. READ MORE