Essays about: "the role of brand value thesis"

Showing result 16 - 20 of 44 essays containing the words the role of brand value thesis.

  1. 16. Strong Employer Brands and Employee Advocacy in Social Media : exploring the Employee Perspective

    University essay from Högskolan Kristianstad/Fakulteten för ekonomi

    Author : Erika Stenman; [2019]
    Keywords : Brand Citizenship Behaviour; Employee Advocacy; Employee Recommenders; Employer Branding; Online Employee Endorsement; Social Media; Personal Brand;

    Abstract : Employer Branding activities in the competitive labour market are becoming increasingly interactive rather than being a top-down exercise. Limited resources together with new technology is playing a role in this development. Little, but some research exists on Employee Advocacy or the voluntary promotion and defence of a brand by its employees. READ MORE

  3. 17. The Ethical Colour : Exploring the intention-behaviour (I-B) gap among Generation Y women with relation to ethical makeup

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan

    Author : Iliana Minkova; Ana Isabel Castellanos Lozano; [2019]
    Keywords : Ethical consumerism; makeup; Intention-Behaviour gap; consumer behaviour;

    Abstract : Background: Makeup has become the fastest‐growing beauty category in the last years, partly due to the effects of the digitalisation, and the growing importance conferred upon the digital image. Consumers are becoming increasingly aware of the business practices behind the goods they buy, and the impact of their purchases on the environment, and the human and animal welfare. READ MORE

  4. 18. Marketing managers in the age of AI : A multiple-case study of B2C firms

    University essay from Umeå universitet/Företagsekonomi

    Author : Alex Mugrauer; Johannes Pers; [2019]
    Keywords : artificial intelligence; machine learning; decision-making; marketing; marketing manager; MarTech;

    Abstract : The growing capacity of artificial intelligence (AI) has been compared to how electricity transformed our world and industries a hundred years ago. AI is changing the rules, roles and tools of marketing, as marketing is one of the most prosperous areas to implement AI in. READ MORE

  5. 19. The Sharing Future : A look at the playing field of the Swedish sharing economy

    University essay from Umeå universitet/Företagsekonomi

    Author : Oskar Ahlman; [2018]
    Keywords : sharing economy; delningsekonomi;

    Abstract : The way we share is changing. Where we used to knock on a neighbour’s door to borrow a cup of sugar, we are now using apps to share cars with strangers around the world. READ MORE

  6. 20. Undressing Sustainability Communication: An exploratory study of sustainable fashion brands’ online messages

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Jasmin Langguth; Stefanie Schnee; [2018]
    Keywords : sustainability communication; online communication; sustainable fashion brands; brand identity; attitude-behaviour gap; Business and Economics;

    Abstract : Purpose: The purpose of this thesis is to provide an understanding of how successful sustainable fashion brands communicate online, since communicating sustainability efforts effectively has been identified as essential to contribute towards closing the attitude-behaviour gap. Therefore, the company perspective is taken, exploring message content and composition on corporate websites and Facebook. READ MORE