Kunsten at ride på den kollaborerende bølge : This thesis examines the social phenomenon collaborative consumption and argues that many Danish consumers are mowing towards more economical and social solutions in their private consumption. By investigating the principles of the phenomenon, it becomes obvious that Belief in the Commons can be characterized, as the bearing philosophy. Collaborative consumption companies can use this knowledge beneficially by integrating it in their brand identity and corporate branding strategies by focusing on establishing and nurturing a brand community, deep value propositions and a corporate personality (belief) that is shared by the brand’s target group.

Student thesis: Master thesis (including HD thesis)

  • Julie Elina Lipsøe Jørgensen
  • Katrine Friediger Skanning
  • Julie Dalsgaard Cornett
4. term, Communication, Master (Master Programme)
LanguageDanish
Publication date2 Jun 2014
Number of pages146
External collaboratorDinnerssurfer
Navid Barlooie julieelj@hotmail.com
Information group
ID: 198353612