Essays about: "Pieter Christiaan Sturm"

Found 2 essays containing the words Pieter Christiaan Sturm.

1. 1. Crafting identities: how do consumers in the craft beer subculture construct their identities?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Pieter Christiaan Sturm; Lisalot Marina Ineke Krans; [2022]
   Keywords : consumer identity; subculture; craft beer consumption; craft beer; Business and Economics;

   Abstract : Thesis Purpose: The purpose was to find out how consumers in craft beer subculture construct their identities. Methodology: A relativist stance combined with a social constructionist stance and a qualitative study with an abductive approach was used to gain deeper understanding of craft beer consumers in order to assign them to consumer categories in a synthesized model. READ MORE

3. 2. Good Guy versus Bad Guy: How are Patagonia´s and H&M´s Green(wash)ing Strategies Perceived among Consumers?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sebastian Köhler; Lum Rexha; Pieter Christiaan Sturm; [2021]
   Keywords : Greenwashing; Green brand associations; Green brand image; Brand credibility; Green brand equity; Fashion industry; H M; Patagonia; Business and Economics;

   Abstract : Purpose: The purpose of this paper is to further investigate and understand the influence of greenwashing on green brand associations, green brand image, brand credibility, and finally green brand equity. Therefore, the paper builds up on Akturan’s (2018) findings and partially replicates them by using the two fashion brands H&M and Patagonia. READ MORE