Essays about: "Lisa Weithaler"

Found 1 essay containing the words Lisa Weithaler.

  1. 1. Building Brand Reputation in the Digital Age: Identifying effective brand communication to win the moment of truth online

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Christian Hoffmann; Lisa Weithaler; [2015]
    Keywords : Moment of Truth Online; Consumer Decision-Making Process Online; Brand Communication; Brand Reputation; Brand Identity; Business and Economics;

    Abstract : Thesis purpose: The central purpose is to deliver a theoretical and practical contribution to existing literature in the fields of brand identity as well as brand reputation and particularly brand communication as a connecting link, lying in between. Further, the authors attempt to provide thorough understanding of the influence of online brand communication on consumers’ decision-making process respectively the critical moment of truth online. READ MORE