Essays about: "Oscar Sivertzen"

Found 1 essay containing the words Oscar Sivertzen.

  1. 1. Keeping it Real while Selling Out : How to increase Customer-Based Brand Equity by utilizing Brand Authenticity

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Elinor Edberg; Oscar Sivertzen; [2015]
    Keywords : Consumer Marketing; Perceived Brand Authenticity; Customer-Based Brand Equity; Continuity; Originality; Trustworthiness; Genuineness; Heritage; Symbolism; Retail Clothing Industry;

    Abstract : Previous research has proven that perceived Brand Authenticity functions as a differentiator, which brands can use to stand out in today’s marketplace. However, few studies have investigated whether it is possible for brands to become more profitable by utilizing their authenticity. READ MORE