Essays about: "Integrated marketing communication and brand communication"

Showing result 1 - 5 of 21 essays containing the words Integrated marketing communication and brand communication.

1. 1. French Business Schools’ reaction towards the increasing need of CSR and its impact on brand image. : A qualitative study on the French Business Schools’ behaviour towards CSR and brand image.

   University essay from Umeå universitet/Företagsekonomi

   Author : Clémence Loudiere; Justine Tessier; [2020]
   Keywords : CSR; Education; firm; Business school; sustainability; Brand image;

   Abstract : The researchers in this study wanted to focus on Business Schools by using management and marketing knowledge. Therefore, the most attractive subject for them was the link between CSR, Business schools and Brand image. READ MORE

3. 2. Speaking About Voice : A Study on Communicating Brand Personality Through Virtual Assistants

   University essay from Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

   Author : Karolina Bergman; Daniela Sundin; [2019]
   Keywords : Bergman; Sundin; Virtual Assistant; Communication; Voice; Brand Personality;

   Abstract : Problematization: Earlier research on brand communication emphasize the importance of communicating a brand consistently throughout all marketing channels and media. Virtual assistants (VAs) are a new marketing media and a relatively new technology with which a brand can communicate with customers. READ MORE

4. 3. Reaching Generation Z : A qualitative study examining marketing communication channels for targeting Generation Z to establish brand awareness

   University essay from Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

   Author : Erik Bäcklund; Kagstedt Martin; [2019]
   Keywords : Generational Cohorts; Generation Z; Communication Channels; Integrated Marketing Communications; Consumer Behaviour; Hierarchy of effects model; Brand Awareness; Brand Knowledge; Brand Liking; Purchase Intention.;

   Abstract : Brand awareness and its establishment among consumers has been a central theme in previous research on marketing as it is proven to indirectly induce purchase. It is thus seen as crucial for marketers to establish brand awareness. However, a research gap is apparent in regard to creating brand awareness among Generation Z. READ MORE

5. 4. Organizational Buying Process in the 21st Century

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

   Author : Sebastian Karlsson; Vilhelm Kindberg; [2018]
   Keywords : Organizational Buying Process; B2B;

   Abstract : There are several models that can be found describing the organizational buying process. The organizational buying process (OBP) within B2B is also more complex and more time consuming than within B2C (Dwyer & Tanner Jr., 2002). READ MORE

6. 5. The NA-KD Truth About Influencer Marketing : Exploring influencer marketing through integrated marketing communication and the influencer’s role in strengthening a brand

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Malin Dalstam; Hedvig Nordlöf; Daniella Holmgren; [2018]
   Keywords : Influencer Marketing; Integrated Marketing Communication; Brand Identity; eWOM;

   Abstract : Problem: The nature of marketing communications is changing as a result of the rise and development of social media. In response to this advancement, the way in which companies communicate with their target audience has shifted. Consumers today attain greater control in terms of receiving and influencing a message. READ MORE