Essays about: "Johanna Orheim"

Found 2 essays containing the words Johanna Orheim.

1. 1. Disrupting Heritage: A Qualitative Study of how Luxury Fashion Heritage Brands are Perceived by Brand Public Members During a Rebranding

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Johanna Orheim; Saga Bluhme; [2019]
   Keywords : Heritage Brands; Brand Publics; Evolutionary and Revolutionary Rebranding; Burberry; Gucci; Business and Economics;

   Abstract : The aim of this study was to determine in what manner a luxury fashion heritage brand can rebrand from the perspective of brand public members. In line with the relativist and social constructivist stance taken in this study, a netnography of posts and belonging comments on the Instagram accounts of this study’s two example companies, Burberry and Gucci, was conducted. READ MORE

3. 2. Dramatically Changing Brand Image

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Johanna Orheim; Saga Bluhme; Clara Michelsen; [2018]
   Keywords : Brand image change; paraprosdokian; cognitive dissonance; brand perceptions; brand prejudices; elements of surprise; Social Sciences;

   Abstract : The purpose of this journal is to further investigate how a brand, during a limited time frame, can change an unwanted image by challenging the stereotypical perceptions of their brand by adding an element of surprise. The research is conducted through a multiple-case study consisting of four cases: Mercedes-Benz, Opel, McDonald’s and Lidl. READ MORE