Essays about: "marketing 2012"
Showing result 6 - 10 of 302 essays containing the words marketing 2012.
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6. Green or Blue? Am I being ‘washed’? The Way Sustainable Luxury Fashion Brands Communicate Sustainability Practices in their Websites : The case of Stella McCartney and Gucci
University essay from Jönköping University/HLK, Medie- och kommunikationsvetenskapAbstract : This case study examines how luxury fashion brands communicate their sustainability practices on the brands' sustainability page on the company's website and whether selected luxury fashion brands are greenwashing and bluewashing. The luxury brands selected for this study are Stella McCartney and Gucci, on the grounds that both brands have different types of businesses and approaches. READ MORE
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7. From commercial product to art piece: luxury in the search of virtual exclusivity
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis purpose: The purpose is to identify what opportunities the approach to art on Instagram offers luxury brands to sustain their exclusivity in an age of mass production. Theoretical Perspective: Pierre Bourdieu’s (1984) cultural capital, legitimate culture and Kapferer and Bastien’s (2012) anti-marketing rules and the artification of luxury are the main sources of theory used to develop the analysis. READ MORE
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8. Consumer responsibilization in sustainable fashion communications on Instagram : A multimodal discourse analysis
University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomiAbstract : Background, Problem Statement and Gap - Political agendas informed by the negative impacts of increasing consumption (including fashion consumption) have allocated major parts of the responsibility to contribute to sustainable development to individual consumers. These agendas subsequently highlighted the need to provide more information, including through media and social media, about the negative impacts of fashion consumption - and consumption at large - to the consumer. READ MORE
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9. Making sustainability a part of the event - A study on how sustainable marketing communication is applied in the event industry
University essay from Göteborgs universitet/Graduate SchoolAbstract : Purpose This study aspires to add theoretical understanding of how sustainable marketing communication is applied in the event industry’s digital media channels. By assessing how events transform their organisational sustainability goals into messages in their digital media channels we aim to understand how different ways of communicating can engage consumers. READ MORE
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10. How Global Record Companies Adapt to Digitisation in the Music Industry
University essay from Göteborgs universitet/Företagsekonomiska institutionenAbstract : The music industry underwent a revolution with the advance of digitisation, which was a disaster for the record companies who relied on physical sales of music from CDs and cassettes. Digitisation meant that music in physical formats switched to digital formats, which came unexpectedly for record companies who lost revenue and market shares. READ MORE
