Essays about: "Incumbent Brands"

Found 2 essays containing the words Incumbent Brands.

  1. 1. Real or Fake? The Thin Line Between Consumers’ Perceived Brand Authenticity and Scepticism

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sabrina Lungwitz; Maja Sjöstrand; [2022]
    Keywords : Socio-Political Activism; Brand Activism; Brand Authenticity; Brand Scepticism; Incumbent Brands; Challenger Brands; Cosmetics Industry; Business and Economics;

    Abstract : Thesis Purpose: The aim of this study is to gain a nuanced understanding of consumers’ perceived authenticity of incumbent and challenger brands in the cosmetics industry. To examine the phenomenon, four brands from two different sectors within the cosmetics industry are investigated. READ MORE

  3. 2. Assessing the business opportunity for royalty-free music in public spaces targeting SMEs

    University essay from Lunds universitet/Produktionsekonomi

    Author : Pontus Akervall; Richard Laurens; [2017]
    Keywords : In-store music; Royalty-free music; Software-as-a-Service SaaS ; Small and medium-sized enterprises SMEs ; Market assessment; Value offering; Go-to-market strategy; Technology and Engineering;

    Abstract : The digitalization of the music industry has meant a drastic increase of public accessibility of recorded music, which has transformed the way in which music is being consumed. From initially being restricted by the physical disposition of CDs and vinyl, the prospect of digital downloading and music streaming has rapidly transformed the music landscape as the world knows it. READ MORE