Browsing Master theses by Author "Obstfelder, Jakob"
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From Way Out West to Veg Out West - A study on changes to a key brand property and brand meaning negotiation on social media
Obstfelder, Jakob; Gustafsson, Pär (2019-07-03)Purpose: The purpose of this paper is to illustrate the brand meaning negotiation process on social media, using the case of the Way out West brand that changed a key brand property in 2012. We aim to uncover dynamics ...