Essays about: "Simone Johansson"

Found 1 essay containing the words Simone Johansson.

  1. 1. Beyond the logo: the role of branding in B2B services : A case study on the perceptions of the influence of branding in the purchase of recruitment services

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Simone Johansson; Alva Thiel; Jennie Wallin; [2023]
    Keywords : B2B buying behaviour; Branding; Service industry; Service branding;

    Abstract : Background: In the last decade, digitalisation and globalisation have intensified competition and customer power, making price and quality minimum requirements rather than differentiators. As a result, branding has become crucial in the B2B context for creating competitive advantage and customer loyalty. READ MORE