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Showing result 1 - 5 of 7 essays matching the above criteria.

  1. 1. Brand negotiations in Video Game Communities - An exploratory study analysing community-made discourses in video game brands and how they shape the brand image

    University essay from Göteborgs universitet/Graduate School

    Author : Christian Möller; [2020-06-23]
    Keywords : ;

    Abstract : Video games are engaging products with large followings engaging in their brands. Despite this, video game value has proven hard to research and the area is understudied (Boyle et al., 2012). READ MORE

  3. 2. Brand Management and Artificial Intelligence - A World of Man Plus Machine - A qualitative study exploring how Artificial Intelligence can contribute to Brand Management in the B2C sector

    University essay from Göteborgs universitet/Graduate School

    Author : Carolina Agersborg; Isabella Månsson; Emelie Roth; [2020-06-23]
    Keywords : Brand Management; B2C Brands; Artificial Intelligence; AI Applications;

    Abstract : The fast transforming world of technology has made the environment for Brand Management increasingly complex. To survive, brands need to raise the stakes, develop sharper strategies, provide holistic experiences, and gain a better understanding of their customers. READ MORE

  4. 3. Never Mind(set) the Number: A study on numerical construal in the mind of a consumer

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

    Author : Izabell Jissbom; Matilda Björklund; [2018]
    Keywords : Construal Level Theory; Numerical Cognition; Product Performance; Brand Liking; Mindset;

    Abstract : Companies are constantly competing to breach out with their marketing communication to reach customers' attention. The landscape is a highly competitive one and to disrupt it various tactical strategies need to be utilized. Such strategies include various practices of new product announcements, e.g. READ MORE

  5. 4. Nedåtgående vertikala produktlinjebreddningar : en litteraturstudie

    University essay from SLU/Dept. of Economics

    Author : Jonas Kibreab; Mattias Åkerblom; [2018]
    Keywords : marknadsföring; produktlinjebreddningar; varumärkeskoncept; vertikala; litteraturöversikt; marknadsandelar;

    Abstract : Nedåtgående vertikala produktlinjebreddningar (NVP) är ett sätt för företag att nå ut till konsumenter som inte har betalningsviljan för dess nuvarande produkter. NVP görs genom att minska kvaliteten på en produkt inom en viss produktlinje och sedan sälja den till ett lägre pris. READ MORE

  6. 5. Pricing methods and strategies in the cruise line industry : A case study on Carnival Corporation's premium and luxury brands

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Ruby Bengtsson; [2014]
    Keywords : ;

    Abstract : This research paper investigates the factors affecting pricing strategies and models within the cruise line industry. The kind of pricing models that can contribute to the development of pricing strategies and processes within the industry is also being investigated. READ MORE