Essays about: "internal brand equity"

Showing result 1 - 5 of 10 essays containing the words internal brand equity.

1. 1. Impacts of COVID-19: Funding Business Operations and Adapting Marketing Strategies

   University essay from Umeå universitet/Företagsekonomi

   Author : Sejin Hahn; Sarafat Hossain; [2021]
   Keywords : Adaptation; Crisis Management; Financial Liquidity; Access to Capital; Government Aid; Alternative Finance; Marketing Strategy; Resource-based View RBV ; Customer-Centric; Stakeholder View; Brand; Authenticity; Knowledge; Capabilities; Marketing Management; Marketing-Finance Interface; Paid Marketing; Organic Marketing; Customer Loyalty; Community; Decision-Making;

   Abstract : Purpose -- Given the enduring COVID-19 pandemic, this thesis set out to reveal an updated perspective of the service-oriented small business experience, particularly in their access and choice of financial resources to fund operations and adapt marketing strategy. By the time this study started, it was clear which businesses had been rising with the new tides of swelled categorical demand vs. READ MORE

3. 2. The impact of CSR on brand equity: the moderating role of consumer involvement in CSR

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Jiajun Wu; Wanying Huang; [2020]
   Keywords : Corporate social responsibility; Consumer-based brand equity; Consumer involvement; Signaling theory;

   Abstract : While pursuing profits, modern firms begin to undertake corporate social responsibility (CSR). Different ways for firms to implement CSR have diverse impacts on consumer-based brand equity that reflects the meaning of the brand in consumers’ minds and is of considerable significance to corporate marketing strategy. READ MORE

4. 3. This ad's for you... and you: Brand management for multiple stakeholders

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Madison Rex; Aleksandra Srdic; [2017]
   Keywords : Brand equity; Brand identity; Identification; Marketing communication; Stakeholders;

   Abstract : Background: In the competitive market for modern retailing, brand management is concerned with attracting and retaining both external and internal stakeholders. While brand building and marketing efforts have traditionally focused on building customer-based brand equity, another stream has emerged - internal branding that focuses on human capital and employee-based equity. READ MORE

5. 4. Corporate social responsibility in Brand equity : A study on how CSR can increase local franchised fast food restaurants brand equity.

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Mattsson Frans; Swedenborg Jesper; [2015]
   Keywords : Corporate social responsibility; Fast food restaurants; Franchise; Brand;

   Abstract : Introduction: Research claims that it is hard to divide the responsibility for the local community between the franchisee and the franchisor because of the franchisee does not have clear understanding to what degree they should be committed to local CSR. This research will study the importance of philanthropic CSR activities on local level and see if these activities can be used to strengthen fast food companies’ brand equity. READ MORE

6. 5. Internal Brand Equity : A study on the relationship between internal brand equity and external brand equity in B2B firms

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Joanna Biela; Mustafa Siddiquian; [2015]
   Keywords : Branding; Business-to-Business Branding; Brand; Brand Equity; Internal Brand Equity; External Brand Equity; Internal Brand Knowledge; Internal Brand Involvement; Internal Brand Commitment;

   Abstract : In the business-to-business sector, the brand owner´s employees are increasingly playing a key role in terms of representing the brand to existing and potential customer. The role of a well-established internal brand equity can give a business-to Business Company the edge it needs in the market today. READ MORE