Essays about: "brand symbolic values"

Showing result 1 - 5 of 14 essays containing the words brand symbolic values.

  1. 1. How did the simple leather wallet end up as an activist tool for change? A qualitative study of young Swedish consumers boycott and buycott behavior of food and drink brands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Jenny Sandström; Veronica Ågren; [2021]
    Keywords : Boycott; buycott; food and drink brands; FMCG industry; Business and Economics;

    Abstract : Thesis purpose: This thesis aims to discover young Swedish consumers' boycott and buycott behavior of food and drink brands by understanding their decisions and participation in these practices. Methodology: This study is built upon a qualitative research design and adopts an abductive approach. READ MORE

  3. 2. Employer branding: A way to retain young employees : A qualitative study on how SMEs use employer branding in order to retain young employees in their organization and how it is perceived.

    University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Author : Theodor Krona; Emil Virbert Kronqvist; [2019]
    Keywords : Employer branding; Gen Z; Gen Y; HR; Marketing; Organizational behaviour; Organizational culture; Employee retention;

    Abstract : Problem background: The voluntary turnover of employees is increasing, the baby boomer generation is retiring and the remaining jobs are to be filled with the workforce left behind, a workforce that is smaller in size. These younger generations (generation Y and Z) have different values and attitudes towards work, and they tend to switch jobs more frequently. READ MORE

  4. 3. E-bike users are lazy… and healthy : A study in consumer behaviour on the symbolic values of e-bikes, why some want e-bikes and others avoid them.

    University essay from Högskolan i Halmstad/Centre for International Marketing and Entrepreneurship Research (CIMER)

    Author : Joel Ahlbom; Daniel Andersson; [2019]
    Keywords : Marketing; International marketing; segment; sales; electric bicycles; E-bikes; Pedelec; User imagery; ideal social self-image congruence; brand avoidance; symbolic consumption; symbolic brand avoidance; Marknadsföring; elcyklar; miljö; typiska användare; varumärke;

    Abstract : Research question: To examine what aspects affect some consumers to avoid e-bikes and others to desire them. Purpose: The main purpose of this study is to see if e-bikes have a symbolic value. We aim to see if e-bikes is associated as an environmentally friendly product. We will examine stereotypes and brand avoidance. READ MORE

  5. 4. Brand Personality Dimensions in Sweden - Developing a Brand Personality Scale among Swedish Consumers

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Evelina Andila; Selena Fridvad; [2018]
    Keywords : Brand personality; Brand management; Culture; Consumer attitudes; Sweden; Business and Economics;

    Abstract : The purpose of this thesis is to examine how Aaker’s (1997) brand personality scale functions in a culture outside of its country of origin and develop a deeper understanding of how Swedish consumers ascribe commercial brands symbolic values in terms of human personality traits. The thesis applies a quantitative research approach where data aggregation and analysis is conducted in a total of three interlinked studies. READ MORE

  6. 5. Volunteering for the nation : Volunteering as a tool of nation branding during the Eurovision Song Contest 2017 in Ukraine

    University essay from Södertörns högskola/Medie- och kommunikationsvetenskap

    Author : Iryna Holovko; [2018]
    Keywords : volunteering; nation branding; media industry; media worker; free labour; motivation.;

    Abstract : There have been a lot of studies dedicated to investigating nation branding as a set of political discourses and practices deploying analysis of objects of symbolic nature: logotypes, brand books, slogans and commercials. The present thesis aims to study nation branding as a form of communicative labour through investigating volunteering as a form of media work that is used as a tool of the nation branding campaign in Ukraine during the Eurovision Song Contest in 2017. READ MORE