Essays about: "B2C branding"

Showing result 1 - 5 of 17 essays containing the words B2C branding.

  1. 1. The Utilization of Social Media Marketing in a B2B context- Marketing Decision-makers Point of View

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Ludwig Månsson; Sheriff Shahen; Sepehr Gharanfoli; [2020]
    Keywords : Social Media Marketing; Social Media; Social Media Perception; Digital Marketing; Industrial Marketing; Business-to-business; Marketing Communication;

    Abstract : To date, the rather new phenomena known as Social Media Marketing (SMM) has caught much attention from researchers and several studies have been conducted prior to resolving how this new phenomenon can be utilized by business-to-business (B2B) organizations. However, existing literature covering SMM has been mainly focused on the business-to-consumer (B2C) perspective, therefore, there is a lack of research in the utilization of SMM in a B2B context. READ MORE

  3. 2. Green Brand Equity in industrial B2B markets : A cross-sectional study of Sandvik Coromant’s customers

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Maria Beckman; [2019]
    Keywords : Green Brand Equity; B2B brand management; environmental management; sustainability; B2B branding; purchase decision making processes; B2B purchasing;

    Abstract : The concept of Green Brand Equity is based on the assumption that customers will be more favorable towards a firm's brand when the firm provides products and services that satisfy the customers' environmental needs. While environmental and brand management have been researched thoroughly in business-to-consumer (B2C) markets, similar research inbusiness-to-business (B2B) contexts is still scarce. READ MORE

  4. 3. IT ALL STARTS FROM WITHIN : A multi-case study on internal branding

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Pauline Thurfjell; Johanna Bjärevall; [2018]
    Keywords : Internal Branding; Internal Communication; Living the Brand; Brand Commitment;

    Abstract : Branding is a widely researched and discussed area, but the focus tends to be aimed towards business-to-consumer (B2C) companies rather than business-to-business settings (B2B). Brands per se used to be seen as the visuals belonging to an organization, but there has been a shift in meanings and it now includes perceptions and recognition of a brand - both internally and externally. READ MORE

  5. 4. Stakeholder influence on brand identity co-creation in startups

    University essay from Högskolan Kristianstad/Fakulteten för ekonomi

    Author : Maria Mijatovic; Jasna Zubic; [2018]
    Keywords : Brand identity; Co-creation; Stakeholders; Startups; Incubators;

    Abstract : The purpose of this thesis was exploring stakeholder influence on brand identity co-creation in startups, by answering the research question: "How do stakeholders influence brand identity co-creation in startups?". To answer this question, a multiple case study was conducted, consisting of interviews with six B2C (business-to-customer) startups. READ MORE

  6. 5. Digital inbound marketing as an approach to scale up B2B sales

    University essay from Lunds universitet/Produktionsekonomi

    Author : Maja Sölve; Johanna Öjeling; [2017]
    Keywords : B2B branding; B2B buying process; B2B selling process; Content marketing; Digital marketing; Email marketing; Inbound marketing; Marketing automation; Mobile marketing; Search engine optimization; Social media marketing; Technology and Engineering;

    Abstract : Although digital inbound marketing has been widely researched within B2C industries, very little academic research has been done on the subject within B2B sectors. With today’s rapid flow of information and constant change in buying behavior when purchasing consumer goods, B2B buyers are also demanding a simpler, more digitized approach of gathering information. READ MORE