Sökning: "Brand authenticity"

Hittade 5 avhandlingar innehållade orden Brand authenticity.

  1. 1. Elusive intangibles : Exploring the experience of authenticity in product development

    Författare :Per Kristav; Innovation; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Produkt och and varumärkesupplevelse; produkt och varumärkesvärde; produkt och varumärkesautenticitet; produkt och varumärkesbetydelse; abstrakta produktegenskaper.; Product experience; Brand experience; Product value; Brand value; Product Authenticity; Brand authenticity; Product meaning; Brand meaning; Product intangibles;

    Sammanfattning : When consumers buy a new product, they have expectations about what that product will deliver. The consumer’s rational reasoning may try to ascertain whether the technical performance of the product will be fulfilled. Nevertheless, the final word is often subjective. LÄS MER

  3. 2. “Woke” Authenticity in Brand Culture : A Patchwork Ethnography

    Författare :Jonatan Södergren; Jacob Östberg; Nishant Kumar; Shona Bettany; Stockholms universitet; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; authenticity; consumer research; cultural branding; deconstruction; marginalized consumers; marketing communications; Business Administration; företagsekonomi;

    Sammanfattning : Authenticity is often considered the holy grail in marketing. Prior research has focused on authenticity in consumption and marketing communications based on countercultural images of personal freedom, including mythologies based on resistant rebels and social outlaws. LÄS MER

  4. 3. Craft production in the Kingdom of Crystal (Glasriket) and its visual representation : Constructing authenticity in cultural/marketing production

    Författare :Songming Feng; Adele Berndt; Mart Ots; Ian Woodward; Karin Ekström; Jönköping University; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Glasriket; the Kingdom of Crystal; glass; craft; authenticity; cultural production; photography; image; semiotics; practice theory; materiality;

    Sammanfattning : Authenticity is a core concept and phenomenon in contemporary marketing, as both marketers and consumers seek the authentic. Individuals, companies, and industries all work to establish and accomplish authenticity for themselves and related stakeholders. LÄS MER

  5. 4. The Rise of Luxury Brands Online : A study of how a sense of luxury brand is created in an online environment

    Författare :Anita Radón; Per Olof Berg; Miriam Salzer-Mörling; Micael Dahlén; Lars Strannegård; Stockholms universitet; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Luxury; Luxury Brands; Brand Image; Brand Identity; Internet; Online Environment; Communities; Counterfeits.; Business studies; Företagsekonomi; företagsekonomi; Business Administration;

    Sammanfattning : Luxury brands have only recently tapped into the online market in an attempt to increase revenues and expand their businesses. This leap onto the online world has resulted in several new challenges, including the luxury brand paradox. LÄS MER

  7. 5. Through the Mirror : Perspectives of Brand Heritage

    Författare :Sven Bergvall; Henrik Uggla; Rolf Solli; KTH; []
    Nyckelord :TEKNIK OCH TEKNOLOGIER; ENGINEERING AND TECHNOLOGY; Industrial engineering and economy; Industriell teknik och ekonomi;

    Sammanfattning : The role of brands in contemporary society has in a fundamental way shifted the earlier balance of power in terms of consumers’ identity, in a sense creating a society where we are what we consume. This change has not only created enormous values centered around everyday brands, but also made brands into cultural objects interacting in a space earlier exclusive to such high-brow areas such as religion, science and the fine arts. LÄS MER