Seminar paper from the year 2013 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1, University of Southern Denmark (Marketing & Management), course: Advanced Marketing Communication, language: English, abstract: Because consumers want a brand to be authentic (cf. Brown, Kozinets, & Sherry, 2003, p. 21; Schallehn, 2012, p. 10), brands are under pressure to be in accordance with this need. Especially when acting on a diverse and particularly saturated market, it is important for every company to distinguish itself from the...
Seminar paper from the year 2013 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,...