Essays about: "Marketing cultures"

Showing result 26 - 30 of 55 essays containing the words Marketing cultures.

1. 26. Exploring value creative and value destructive practice through an online brand community: : The case of Starbucks.

   University essay from Karlstads universitet/Avdelningen för företagsekonomi

   Author : Uzezi Dia; [2015]
   Keywords : Netnography; Online Brand Communities OBCs ; Brand Communities; Value Co-creation; Value Co-destruction; Practice Theory; Consumer Culture Theory CCT ; Starbucks; My Starbucks Ideas; Computer-mediated communications CMC ; QSR NVivo 10; and Ethics.;

   Abstract : This paper explores value co-creation and value co-destruction with a focus on the social practices embedded in the online brand community “My Starbucks Idea (MSI).” The objectives of the research are accomplished through a detailed explanation of the study’s stages, starting with the Research design/Planning, and followed by the Community Entry (Entrée), Data collection, Limitations, and Ethical implications. READ MORE

3. 27. Standardization vs. Adaption within Advertising

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Alexander Fredholm; Saba Slatiel; [2015]
   Keywords : Culture; International Advertising; MNC; Emergent Markets and Standardization vs. Adaption; Business and Economics;

   Abstract : Purpose: The purpose of the thesis is to fill the research gap as previous research on the topic of interest lacks a country specific research on how culture effects standardization vs. adaptation by MNCs in emergent markets, in context to a specific advertising strategy. READ MORE

4. 28. Lost in translation - The Multinational Corporation’s Corporate Branding Struggle

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Erika Fredriksson; Jennifer Annvik; [2015]
   Keywords : Corporate Brand; Multinational Corporation; National Culture; Intrum Justitia and The Corporate Brand Identity Matrix; Business and Economics;

   Abstract : Purpose The purpose of this thesis is to investigate what impact a multinational corporation’s diverse national cultures has on the corporate branding process, in order to further develop practices and theories pertaining to the management of corporate brands. Methodology A qualitative approach with an explorative nature, applied to a single case study with embedded units using pattern matching in the analysis of secondary data, and cross-case synthesis in the analysis of primary data. READ MORE

5. 29. Think global, act local! A cross-cultural study of five Nutella websites on adaptation

   University essay from IT-universitetet i Göteborg/Tillämpad informationsteknologi

   Author : Ilaria Gioia; Levke Blaas; [2014-07-01]
   Keywords : ;

   Abstract : The aim of the present research is to analyse commercial websites of the same global brand from a cultural perspective looking for the presence of cultural patterns which might reflect marketers’ awareness for the need of cross-cultural adaptation. Through a qualitative content analysis of main pages of in total five Nutella websites addressing Germany, Italy, Sweden, Canada and Australia, this paper targets to investigate how a global brand adapts to local cultures and more specifically which similarities/differences can be found on its websites and how these can be related to the culture of each country. READ MORE

6. 30. Becoming a Fan of Social Media Marketers : Uses and Gratifications of Facebook Brand Pages

   University essay from Stockholms universitet/Institutionen för mediestudier

   Author : Silbi Song; [2014]
   Keywords : internet; social media; Facebook; brand community; fan community; fan culture; identity; digital identity; identity construction; digital marketing; digital advertising; uses and gratifications; audience research;

   Abstract : The advent of social media has witnessed a transformation in how audiences interact with marketers online. While previous research has shown that media consumers generally hold a negative view of advertising, today’s media consumers are engaging with brands more than ever. READ MORE