Essays about: "brand stakeholders"

Showing result 16 - 20 of 156 essays containing the words brand stakeholders.

1. 16. influencer campaign composition - an empirical study of influencer marketing campaign considerations

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Xinying Li; Felix Fagergren; [2022]
   Keywords : social media; influencer marketing; categorization; performance measurement; optimization;

   Abstract : Influencer marketing has become one of the prominent marketing strategies for companies. However, how practitioners, in actuality, form a decision basis and what considerations there are in the process of designing an influencer marketing campaign regarding influencer selection, performance measures and optimization continue to elude researchers. READ MORE

3. 17. What’s Mine is Yours

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Amanda Bjerkliden Olsson; Jessica Jinzhi Liu; [2022]
   Keywords : co-creation; governmentality; exploitation; digital labor; user-generated content; social media platforms; Business and Economics;

   Abstract : The purpose of this study is to research how consumers adopt discourses to make sense of their experiences with brand co-creation on social media platforms. We wish to bring forward how the interactions of the stakeholders involved in the co-creation process affects the consumers, through the theoretical lens of governmentality and exploitation. READ MORE

4. 18. Controversial Advertisement and New Investors: Is this a knock-OAT for the sustainable Company Oatly?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Beata Edlund; Emma Pärsson; Johanna Gripwall; [2021]
   Keywords : brand activism; Oatly; corporate reputation; brand identity; Business and Economics;

   Abstract : December 2nd 2016 it was established that Oatly had a new co-owner, China Resources, a partnership that went against not only their own core values but also the values of their oat followers. However, it was not until 2019 the media storm drew in. READ MORE

5. 19. Impacts of COVID-19: Funding Business Operations and Adapting Marketing Strategies

   University essay from Umeå universitet/Företagsekonomi

   Author : Sejin Hahn; Sarafat Hossain; [2021]
   Keywords : Adaptation; Crisis Management; Financial Liquidity; Access to Capital; Government Aid; Alternative Finance; Marketing Strategy; Resource-based View RBV ; Customer-Centric; Stakeholder View; Brand; Authenticity; Knowledge; Capabilities; Marketing Management; Marketing-Finance Interface; Paid Marketing; Organic Marketing; Customer Loyalty; Community; Decision-Making;

   Abstract : Purpose -- Given the enduring COVID-19 pandemic, this thesis set out to reveal an updated perspective of the service-oriented small business experience, particularly in their access and choice of financial resources to fund operations and adapt marketing strategy. By the time this study started, it was clear which businesses had been rising with the new tides of swelled categorical demand vs. READ MORE

6. 20. Evaluation of post-consumer recycled materials for folding cartons: A sustainable packaging study

   University essay from Lunds universitet/Förpackningslogistik

   Author : Nusara Intharakasedt; [2021]
   Keywords : Post-consumer recycled; folding carton; paperboard; consumer research; sustainable packaging; Technology and Engineering;

   Abstract : Reducing the environmental impact from packaging has become a highlight in both consumers and industrial interest. The paperboard from virgin fibres is commonly used in the folding carton packaging across various type of products, including health care products. READ MORE