Essays about: "Lukas Morneweg"

Found 2 essays containing the words Lukas Morneweg.

1. 1. The Odd Couple

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Jesper Gunnarsson; Lukas Morneweg; [2022]
   Keywords : Unconventional Brand Collaborations; perceived fit; brand partnerships; consumer culture perspective; Gen Z; Business and Economics;

   Abstract : The purpose of this research is to explore the phenomenon of Unconventional Brand Collaborations from a consumer culture perspective and discover the factors that make them appealing to Gen Z. Hence, this study aims to give another perspective than the one given by previous literature on brand collaborations, which emphasizes the need for a high perceived fit between the parent brands. READ MORE

3. 2. Managing brand crisis caused by unfounded rumors on social media: effective corporate communication strategies and time frame applications

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Francesco Faggella; Jan-Philipp Kulcke; Lukas Morneweg; [2021]
   Keywords : Crisis management; brand reputation; unfounded rumors; social media.; Business and Economics;

   Abstract : Purpose: To examine which communication strategy is effective and should be adopted when organizations face brand crises generated by the spread of unfounded rumors on social media. Methodology: This study was based on secondary data, based on the comparison of different case studies. READ MORE