Essays about: "Julia Örnhem"

Found 2 essays containing the words Julia Örnhem.

1. 1. To engage or not to engage - brand co-creation with influencers

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Andrea Navarrete Lindez; Julia Örnhem; [2022]
   Keywords : Social media; influencer marketing; co-creation; brand management; Business and Economics;

   Abstract : .... READ MORE

3. 2. Leveraging brand co-creation in a digital era: An IKEA case study

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Julia Örnhem; Sophie Weir; Jesper Karlsson; [2021]
   Keywords : Co-creation; IKEA; Brand Engagement; Brand Self-congruity; Category Involvement; Brand Interactivity; Brand Communities; Brand Value; Brand Knowledge; Web 2.0; User Generated Content; Business and Economics;

   Abstract : Purpose: The purpose is to examine how IKEA works with customer brand co-creation and how it can be further leveraged in the digital era. Methodology: This paper adopts a qualitative case study method, where the primary data consists of an interview with a Social Media Specialist with pre-existing knowledge of brand co-creation at IKEA in Sweden. READ MORE