Essays about: "globalization of brands"

Showing result 1 - 5 of 25 essays containing the words globalization of brands.

  1. 1. A Study on the Impact of Perceived Brand Globalness(PBG) on Purchase Intention : From the Perspective of Consumer Culture

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Junjie Gu; Shengming Qi; Yanchen Li; [2022]
    Keywords : perceived brand globalness; perceived functional benefits; perceived symbolic benefits; purchase intention;

    Abstract : Background: Globalization and the aggravation of world economic integration make lots of overseas enterprises enter the Chinese market and win the market share by integrating Chinese elements into their brand names, logos, advertisements, and products. Therefore, what should local brands do to gain market share? Purpose: The main purpose of this study is to investigate the different effects of local Chinese brands with global, foreign, or local elements on consumers' perceived brand globalness, perceived functional benefits, perceived symbolic benefits, and purchase intentions. READ MORE

  3. 2. The Brazilian Textile Industry : Could locally produced apparel be the answer to sustainable fashion?

    University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Author : Isabel Sjöholm; Esmeralda Persson; Sara Rydén; [2020]
    Keywords : Supply-chain; Sustainable fashion; Locally produced; Cia.Hering; Import; Apparel;

    Abstract : The Brazilian textile industry has many years of experience in producing apparel within the country. Brazil is a country with a well developed supply chain, yet they import a big amount of manufactured textile products from Asia each year. READ MORE

  4. 3. Brand Knowledge : An exploratory study on whether demographic factors affect consumer brand knowledge of a company which practices a standardized targeting strategy

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Magdalena Kaminskaite; Simon Johansson; [2019]
    Keywords : : Brand Equity; Brand Knowledge; Gaming Equipment Industry; Razer Inc.; Standardized Marketing;

    Abstract : Globalization is here to stay, and with an increasing number of brands deciding to test their fortune abroad, the importance of branding increases alike. The choice of globalizing a brand comes with potential financial benefits but it is not done without considerable effort. READ MORE

  5. 4. Nation Branding Communication : A Case Study of the Brand Singapore

    University essay from Högskolan i Jönköping/HLK, Medie- och kommunikationsvetenskap

    Author : Ena Čalić; [2018]
    Keywords : nation branding; brand Singapore; nation branding communication; multimodal critical discourse analysis; re-orientalism;

    Abstract : Globalization has significantly reshaped communication trends that influence nation branding practices. Many studies examine the development of a nation and destination branding; however, little has been done to examining the planning processes and the selection of representative messages that nations choose to communicate through their individual brands. READ MORE

  6. 5. Let’s Get Hyggelig in Denmark: A Qualitative Case Study About Place Branding in Times of Mediatization

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Leonie Greife; [2018]
    Keywords : Social Sciences;

    Abstract : Let’s get hyggelig in Denmark – a qualitative case study about place branding in times of mediatization In a world that is coined by globalization, individualization, commercialization and mediatization, place brands try to use their cultural assets to distinguish them- selves from others and compete for tourists. Although literature on place branding acknowledges the importance of culture, there is still a lack of culturally informed research in the field of place branding. READ MORE