Search for dissertations about: "Shona Bettany"

Found 1 swedish dissertation containing the words Shona Bettany.

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

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

   Abstract : 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. READ MORE