Essays about: "brand attitudes 2014"
Showing result 1 - 5 of 15 essays containing the words brand attitudes 2014.
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1. Influence of Augmented Reality on Purchase Intention : The IKEA Case
University essay from Högskolan i Jönköping/IHH, FöretagsekonomiAbstract : Augmented reality (AR) allows the enrichment of the physical world by adding virtual computer-generated digital information in real time to it (Furht, 2014). This provides marketers with previously unimagined options for reaching out and engaging with customers. READ MORE
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2. Transnational Replication - A case study of Volvo Car Corporation
University essay from Göteborgs universitet/Graduate SchoolAbstract : Replications of organizational practices and routines are used by many MNCs as an efficient strategy for growing economies of scale and improving brand recognition. When replicating on international levels, i.e. from one market to another, it is evident that there is also a need to adapt to local markets. READ MORE
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3. Consumers’ Brand Attitudes: : The Effect of Negative Publicity and Companies’ Response Strategies
University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)Abstract : Purpose: The purpose of the study was to assess whether the extent to which consumers’ brand attitudes change when the consumers are exposed to negative publicity of the brand, and when exposed to a company’s response to negative publicity, differ depending on the consumers’ degree of brand loyalty and depending on how positive the consumers’ initial brand attitudes are. Design/methodology/approach: The study had a deductive research approach with a single cross-sectional descriptive and exploratory design. READ MORE
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4. Avant-Garde for the Masses - A Study of Consumer Perception of Avant-Gardist Designer Brands after Collaborating with Mainstream Fashion
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : The use of intra-industrial co-branding within fashion has increased dramatically over the last decades, with a wide range of partner combinations including even avant-garde fashion designers. These brands are often licensing collaborations with mainstream mass-market brands, but with uncertain effects for their brands. READ MORE
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5. "A content recipe for the gourmand": digital content marketing success preconditions in the food industry and their contribution to brand performance
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Digital content marketing (DCM) as a marketing instrument is steadily developing and clearly on the rise. Nowadays, food producers are ready to allocate higher budgets and exploit different DCM techniques to reach their marketing goals. READ MORE
