Essays about: "Lukas Morinder"

Found 2 essays containing the words Lukas Morinder.

1. 1. From Print to Social: Does the Choice of Media have an Impact on the Brand Building Process?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Gustav Silvegren; Lukas Morinder; [2016]
   Keywords : Brand Equity; Customer-Based Brand Equity; Brand Personality; New Media; Traditional Media; Social Media; Print Media; Newspaper; Facebook; Business and Economics;

   Abstract : Purpose: Based upon previous theories on customer-based brand equity, this study investigates whether the usage of either print or social media have relatively stronger impact upon the brand building components; brand awareness, emotional and functional brand image, willingness to pay a price premium and purchase intention. Methodology and Empirical Evidence: Perceptions on fictional advertisements were collected from a total of 493 respondents. READ MORE

3. 2. Crisis Management: Authenticity and Brand Essence Is the Prattfall Effect Applicable to Brands?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Brittany Purkis; Andreas Byberg; Lukas Morinder; [2015]
   Keywords : Business and Economics;

   Abstract : .... READ MORE