Projects
A small collection of my work, including research papers, publications, community engagement initiatives, and website developments.
THESIS PROJECT
My master thesis explores the power of purpose branding - a new approach to engaging consumers through authenticity and shared values. By examining leading purpose-driven companies like IKEA and Novo Nordisk, the study reveals how employees can become a brand's most authentic advocates, connecting deeply with Millennials and driving both loyalty and competitive advantage.
BACHELOR PROJECT
Inspired by Timothy Coombs' Situational Crisis Communication Theory, my thesis analyzes and evaluates the emissions crisis faced by the German car manufacturer Volkswagen. It seeks to understand stakeholder perceptions during the crisis and offers strategic recommendations for managing these perceptions to rebuild Volkswagen’s damaged corporate brand image.
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WEBSITE DESIGNS
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E-BOOK
This is your Project description. Provide a brief summary to help visitors understand the context and background of your work. Click on "Edit Text" or double click on the text box to start.
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BLOG
This is your Project description. Provide a brief summary to help visitors understand the context and background of your work. Click on "Edit Text" or double click on the text box to start.
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RESEARCH PAPER
This paper provides an empirical study that shows how Google's driverless car is framed in the media and evaluated in the public through a content analysis. Based on the media's framing, a strategy is recommended, which aims to manage potential issues associated with the driverless car.
REFLECTIVE ESSAY
In this essay, I reflect upon the general lack of empirical data within the field of marketing and assess different approaches to consumer behaviour, for instance brand loyalty. I also reflect upon the implications of this knowledge to my own work as a marketing practitioner.
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