Essays about: "the importance of brand image thesis"

Showing result 11 - 15 of 40 essays containing the words the importance of brand image thesis.

1. 11. Improving Branding Efforts Among Startups by Understanding Brand Identity and Brand Image : A Multi-Case Study on Startups

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

   Author : Marcus Kempff; [2018]
   Keywords : Brand Identity; Brand Image; Startups;

   Abstract : Two different subjects that have been well researched over the last couple of decades are branding and startups. The intersection of these two subjects has however not been covered nearly as much. Some researchers go as far as claiming it to be an oxymoron. READ MORE

3. 12. The role of athlete's sponsorship on the marketing strategy of a sports brand : A qualitative study conducted at HEAD France

   University essay from Umeå universitet/Företagsekonomi

   Author : Matthieu BOUVIER; Marlène LESAULE; [2017]
   Keywords : Athlete; brand; brand awareness; communication; consumer; consumer behaviour; digital; distribution; marketing strategy; influence marketing; sales; social media; social network; sport; sponsorship;

   Abstract : Athletes sponsorship has become an important part of the marketing communication mix for sports brands today. We know that athletes are major celebrities within the mass media in modern society and they can use their image and the power they have directly through their network to interact with customers. READ MORE

4. 13. Brand Image and Social Media - an ever trending story? : A Qualitative study on Social Media and Brand Image of a Brand of Low Involvement Products

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Karolina Nilsson; Herman Kempe; Hugo Nyberg; [2017]
   Keywords : Brand Image; Types of brand associations; Favorability of brand associations; Strength of brand associations; Uniqueness of brand associations; Low involvement product; Firm generated content; Social media;

   Abstract : A firm’s brand image has to stand the test of time and be durable through different trends and changes, which emphasize the importance of following developments in the marketplace such as the emerging relevance of firm generated content on social media. With attitudes towards a product being lower in relation to the involvement regarding a product, the importance of establishing brand image for low-involvement product brands increases. READ MORE

5. 14. Ensuring Sustainability Beyond Tier-One : The Issue of Second-Tier Suppliers

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Oscar Persson; Viktor Kihlblom; [2016]
   Keywords : Sustainability; CoC; Second-tier Suppliers; Sub-Suppliers; SCM; Compliance;

   Abstract : Background: Exposure of non-sustainable practices put MNCs in bad light, hurting their brand image. Therefore, it is of great importance to ensure supplier sustainability upwards the chain. Vast focus has been put on the first-tier suppliers. READ MORE

6. 15. Service Brand Avoidance : A qualitative study of the drivers in the service industry

   University essay from Högskolan i Jönköping/IHH, Marketing and Logistics

   Author : Ludvig Löfgren; Anna Östlund; [2016]
   Keywords : Service Brand Avoidance; Brand Avoidance; Consumer Behaviour; Anti-Consumption; Brand Relationship;

   Abstract : Abstract Background  Branding is a significant asset for a company, and can provide a firm with sole association and a special meaning for the consumer. Consumer research generally stresses the idea of positive consumption of brands and a gap in the consumer behaviour studies regarding brand avoidance can be exemplified. READ MORE