Essays about: "project paper on global brand"
Showing result 1 - 5 of 9 essays containing the words project paper on global brand.
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1. Tone Deaf Marketing or Genuine Activism?
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Title : Tone Deaf Marketing or Genuine Activism Seminar : Date: 4th June, 2021. Course : BUSN39 Degree Project in Global Marketing Authors : Alexandra Voinow, Anastasija Kropinova Supervisor : Burak Tunca Keywords : Woke Washing, Brand Activism, Trust, Theory of Planned Behaviour, Purchase Intention Thesis Purpose : The objective of this study was to research consumers awareness of woke washing and brand activism, if they were aware of the difference and how this affected their level of trust towards activist brands, which lead to the analysis of their purchase intention by using the Theory of Planned Behaviour (TPB) as a mediating variable. READ MORE
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2. Pride and Prejudice: a study on the various types of consumer-brand relationships that brand activism campaigns form
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Title: Pride and Prejudice: a study on the various types of consumer-brand relationships that brand activism campaigns form. Date of the seminar: 5th June 2020 Course: BUSN39 Degree Project in Global Marketing Authors: Sarah Jørgensen and Zinar Omar Supervisor: Peter Svensson Keywords: Brand Activism, Marketing, Consumer-brand relationship, Societal issues, Political debates Purpose: The purpose of this study was to understand which types of consumer-brand relationships brand activism campaigns form. READ MORE
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3. Virtual Influencing: Uncharted Frontier in the Uncanny Valley
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Title: Virtual Influencing: Uncharted Frontier in the Uncanny Valley Date of the Seminar: 4th June 2020 Course: BUSN39 Degree Project in Global Marketing Authors: Mary Caroline Creasey and Adrián Vázquez Anido Supervisor: Burak Tunca Keywords: influencer marketing, virtual influencers, social media marketing, opinion leadership, brand spokespeople, brand spokes-characters, source credibility, uncanny valley Thesis purpose: In exploring if and to what extent reality level affects sentiment and skepticism, this study aims to provide valuable and actionable insights to both guide academics in further studies and help managers better understand nuances of influencer perceptions. Methodology: To analyze whether perception differs across influencers’ reality levels (human or virtual), this study collected comment data from Instagram to assess levels of sentiment and skepticism. READ MORE
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4. Socially Sustainable Office Buildings - A better business for everyone
University essay from Uppsala universitet/Institutionen för geovetenskaperAbstract : Buildings account for 39 per cent of the global greenhouse gas emissions, therefore the way buildings are constructed and utilized plays an important role in the transition to a sustainable future. Environmental Certification Systems (ECS) functions as a catalysator for sustainable solutions within the building industry and is seen as a hygiene factor for property owners today. READ MORE
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5. The Differentiation of a Nation : The Swedish Nation Brand Management
University essay from Uppsala universitet/Statsvetenskapliga institutionenAbstract : This paper aims to highlight how the recent developments in international relations has created a environment with increased competition between countries for attention and assets and how these changes has promoted the increased use of public diplomacy to reach out to new actors. The study will focus on the public diplomacy sub-discipline of nation branding. READ MORE
