Essays about: "Rebecka Kullenberg"

Found 3 essays containing the words Rebecka Kullenberg.

  1. 1. Brewing Up a Storm: The Rise of Stars Coffee

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Rebecka Kullenberg; Victoria Friman; Karin Forslund; [2023]
    Keywords : Trademark infringement; corporate brand management; Starbucks; Business and Economics;

    Abstract : .... READ MORE

  3. 2. From Streaming to Evoking That Extra Feeling

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Rebecka Kullenberg; Andrés Emilio Garcia Raffo; [2023]
    Keywords : Brand Attachment; Brand Experience; Brand Extensions; Consumer Attitude; Streaming Services; Business and Economics;

    Abstract : This study aims to investigate how brand extensions within streaming services affect consumers’ attitudes and emotional attachment to the parent brand. Beyond fit and quality, we provide an explanation of the connection between brand extensions, emotional attachment, and consumer attitude. READ MORE

  4. 3. The challenges and opportunities of sustaining a brand through repositioning: The Jägermeister Case

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Rebecka Kullenberg; Felix Ellqvist; Nicholas-Joel Kisling; [2022]
    Keywords : Repositioning; corporate brand identity matrix; brand identity; brand image; Jägermeister; Business and Economics;

    Abstract : Purpose: The purpose of this research paper is to examine the challenges of repositioning both in aligning the brand image with the brand identity and in sustaining the brand equity through creating consistency. This research is examined through the case of Jägermeister. Methodology: A qualitative research method was conducted. READ MORE