Essays about: "service branding"

Showing result 6 - 10 of 84 essays containing the words service branding.

1. 6. The Utilization of Social Media Marketing in a B2B context- Marketing Decision-makers Point of View

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Ludwig Månsson; Sheriff Shahen; Sepehr Gharanfoli; [2020]
   Keywords : Social Media Marketing; Social Media; Social Media Perception; Digital Marketing; Industrial Marketing; Business-to-business; Marketing Communication;

   Abstract : To date, the rather new phenomena known as Social Media Marketing (SMM) has caught much attention from researchers and several studies have been conducted prior to resolving how this new phenomenon can be utilized by business-to-business (B2B) organizations. However, existing literature covering SMM has been mainly focused on the business-to-consumer (B2C) perspective, therefore, there is a lack of research in the utilization of SMM in a B2B context. READ MORE

3. 7. Communication works for those who work at it – John Powell, An empirical study investigating the influence of corporate brand identity on brand performance

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Vanja Johnsson; Adrienne Daudi; [2020]
   Keywords : Corporate brand identity; brand performance; corporate branding; brand management; Social Sciences;

   Abstract : In recent years, corporate branding and its potential benefits on brand performance has become an increased area of interest for both researchers and communication professionals. This study aims to deepen and increase knowledge about the concept of corporate brand identity and its influence on brand performance in the communications sector and answer the research question; How do the dimensions of corporate brand identity influence brand performance within the communications sector? To achieve this, a quantitative approach was employed and the B2B service brand identity scale as well as the Brand performance scale was used to measure the influence through a digital survey in 14 Swedish agencies with a total of N=105 respondents. READ MORE

4. 8. Research on Chinese Millennial Consumers’ Perception of Co-branded Fashion Collections

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Huashuai Yang; Yusi Zhang; Zijie Zhou; [2020]
   Keywords : Co-branding; Fashion Industry; Chinese Millennial Consumers;

   Abstract : Background: In fashion market, with the emergence of new brands and changing customer preference in style, competition is fierce nowadays. Brand is an intangible asset that fashion brands build and leverage to secure market position and customer loyalty, which leads to a competitive advantage. READ MORE

5. 9. Landsbygdsinfluencers arbete med personligt varumärke : en netnografisk studie av bloggar i en landsbygdskontext

   University essay from SLU/Dept. of Economics

   Author : Ylva Gustafsson; [2020]
   Keywords : influencer; landsbygden; personliga varumärken; relationsbyggnad; storytelling;

   Abstract : Influencers har blivit ett vanligt fenomen i vårt samhälle i takt med att användningen av sociala medier har ökat. Att som influencer bygga ett personligt varumärke som väcker intresse hos andra människor skapar en möjlighet att dela med sig av innehåll som många människor vill ta del av (Lou & Yuan, 2019). READ MORE

6. 10. Does web usability affect brand perception? : A comparative study on the "Iliad Italia S.P.A." corporate website

   University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

   Author : Gabriele Gullì; [2020]
   Keywords : web usability; corporate website; e-branding; brand perception; web development.;

   Abstract : The concept of brand nowadays goes beyond the simple logo printed or displayed on a product or service. Branding is an important element for companies, and the communication channels used to deliver brand messages play a fundamental role. READ MORE