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Showing result 1 - 5 of 173 essays matching the above criteria.

1. 1. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Felix Ellqvist; Niklas Kjellander; [2023]
   Keywords : Brand Positioning; Brand Management; Market Orientation; Brand Orientation; Schools of Positioning; Business and Economics;

   Abstract : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. READ MORE

3. 2. “The Unveiling of Consumer Perceptions” A qualitative study on how consumers view racial representation by iconic brands

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Nazerath Sithara Novak; Josephine Hannah Palmeholt-Letchumanan; [2023]
   Keywords : Business and Economics;

   Abstract : This thesis examines how consumers perceive race representation by iconic brands, aiming to bridge the knowledge gap in the areas of cultural branding, consumer culture, and ethics withi sustainability. Currently, there is limited research on the intersection of cultural branding and ethics within sustainability, particularly regarding racial representation. READ MORE

4. 3. Private and public quality of care- a comparison of pressure sore prevalence in Swedish care homes

   University essay from Lunds universitet/Nationalekonomiska institutionen

   Author : Hedda Carlsson; [2023]
   Keywords : private healthcare; nursing homes; care homes; Business and Economics;

   Abstract : This paper compares the quality of private and public health care, by studying Swedish care homes for elderly and disabled persons. The outcome of interest is the prevalence of pressure ulcers. Pressure ulcers are partly preventable by for example care home staff routines, nutrition and movement plans. READ MORE

5. 4. More Than a Music Artist? A qualitative study on consumer archetypes through the dynamics of fan-artist parasocial relationships

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Francesca Scriboni; Yasmine Ferchichi; [2023]
   Keywords : Parasocial Relationships; Fan-artist Engagement; Personal Branding; Content Creation; Consumer Attitudes; Fan Support; Fan Investments; Consumer Archetypes; Music Industry; K-pop Industry; Business and Economics;

   Abstract : Thesis Purpose: This study examines how parasocial relationships between music artists and fans foster a plethora of different consumer attitudinal outcomes, with the purpose to provide clarity through the shaping of distinct consumer archetypes, while offering in this way practical insights for marketers and industry professionals. The context of K-pop is used to delve deeper into the understanding of the use of the parasocial sphere in the music industry scenario. READ MORE

6. 5. A Zombie Outbreak - A Study of Unhealthy Firms' Influence on Healthy Firms' Growth Progression In Sweden.

   University essay from Lunds universitet/Nationalekonomiska institutionen

   Author : Jacob Tjerneld; Jacob Wennberg; [2023]
   Keywords : Zombie firms; spillover effects; capital misallocation; Business and Economics;

   Abstract : This paper examines the impact of zombie firms on healthy companies’ growth indicators in the Swedish market. By utilising fixed-effects regression analysis and analysing a comprehensive data set, the paper aims to shed light on the dynamics between zombies’ effects on nonzombies’ development. READ MORE