Essays about: "Sophie Weir"

Found 1 essay containing the words Sophie Weir.

  1. 1. Leveraging brand co-creation in a digital era: An IKEA case study

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Julia Örnhem; Sophie Weir; Jesper Karlsson; [2021]
    Keywords : Co-creation; IKEA; Brand Engagement; Brand Self-congruity; Category Involvement; Brand Interactivity; Brand Communities; Brand Value; Brand Knowledge; Web 2.0; User Generated Content; Business and Economics;

    Abstract : Purpose: The purpose is to examine how IKEA works with customer brand co-creation and how it can be further leveraged in the digital era. Methodology: This paper adopts a qualitative case study method, where the primary data consists of an interview with a Social Media Specialist with pre-existing knowledge of brand co-creation at IKEA in Sweden. READ MORE