Essays about: "Johanna Nurmi"

Found 1 essay containing the words Johanna Nurmi.

  1. 1. Maze of Media : A Multiple Case Study on Brand Message Coordination of Fast-Moving Consumer Goods

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Johanna Nurmi; Hanna Vuorimaa; [2016]
    Keywords : Branding literature; Multichannel management literature; Service-dominant logic; Channel integration; Service ecosystem; Stakeholder interaction; Value proposition; Brand communication; Perceived value; Brand image;

    Abstract : Technological advancements have initiated the development of a dispersed media landscape, and expanded possibilities for multichannel brand communication. The shift encourages brands in the fast-moving consumer goods (FMCG) industry to establish seamless channel integration, and examine interactions in the stakeholder network. READ MORE