Essays about: "role of branding"

Showing result 21 - 25 of 171 essays containing the words role of branding.

  1. 21. Navigating the Unknown: A Study on How the Brand Manager Role Evolves in Response to the Metaverse as a New Branding Context

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lisa Sjöberg; Inga Maslowski; [2023]
    Keywords : Branding; Brand management; Brand manager role; Metaverse; Strategy formation; Experimentation; Co-Creation; Community; Generational shift; Emerging technologies; Social Sciences;

    Abstract : The evolution of the digital landscape through emerging technologies presents brand managers with a new context for managing their brand: the metaverse. This thesis investigates how the role of the brand manager and the related brand management practices evolve in response to this. READ MORE

  3. 22. Beyond the logo: the role of branding in B2B services : A case study on the perceptions of the influence of branding in the purchase of recruitment services

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Simone Johansson; Alva Thiel; Jennie Wallin; [2023]
    Keywords : B2B buying behaviour; Branding; Service industry; Service branding;

    Abstract : Background: In the last decade, digitalisation and globalisation have intensified competition and customer power, making price and quality minimum requirements rather than differentiators. As a result, branding has become crucial in the B2B context for creating competitive advantage and customer loyalty. READ MORE

  4. 23. THE INFLUENCE OF EMPOWERING LEADERSHIP IN REMOTE WORKING ENVIRONMENTS : A qualitative study of how empowering leadership influences self-leadership and internal branding

    University essay from Umeå universitet/Företagsekonomi

    Author : Frida Sundström; Robin Hasselryd; [2023]
    Keywords : Leadership; Remote work; Self-leadership;

    Abstract : When Covid-19 arrived, the rapidly accelerating transformation in the commercial sector faced a significant challenge. The circumstances of the pandemic helped to further show that it is possible for many employees to work remotely. READ MORE

  5. 24. The interplay between employer branding and place in the Swedish IT sector : Potential employees' perceptions of place as part of the employer value proposition

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Author : Janine Gracia; [2023]
    Keywords : employer branding; employer value proposition; external employer branding values; location; place; place attachment;

    Abstract : Purpose: To explore the interplay between employer branding and place within the Swedish IT sector. To answer the purpose of the study, two research questions have been developed. READ MORE

  6. 25. Combating the credibility crisis - Investigating the role of brand co-creation within green marketing

    University essay from Göteborgs universitet/Graduate School

    Author : Niklas Löfgren; Axel Wieslander; [2022-08-04]
    Keywords : Green Marketing; Brand Co-creation; Green Brand Equity; Brand Credibility; Greenwashing; Transparency;

    Abstract : Firms are facing increasing pressure to become more sustainable, coupled with growing insight and scrutiny. However, attempts to meet these demands and attract sustainability-concerned consumers through green marketing and branding has resulted in widespread greenwashing. READ MORE