Essays about: "BRAND PERCEPTION MANAGEMENT"

Showing result 1 - 5 of 32 essays containing the words BRAND PERCEPTION MANAGEMENT.

  1. 1. DO CONSUMERS BELIEVE EACH OTHER ONLINE? : A study of how consumers assess credibility of brand-related UGC

    University essay from Umeå universitet/Företagsekonomi; Umeå universitet/Företagsekonomi

    Author : Rebecca Ketola; Sandra Norrman; [2019]
    Keywords : UGC; brand-related UGC; user-generated content; consumer-generated content; consumer power; consumer response; e-WOM; brand perception; co-creation; brand communication; UGC marketing; brand management; communication process; credibility;

    Abstract : With the gradual rise of Web-2.0 based platforms, Internet users were given the possibility to interact with each other in virtual communities. READ MORE

  2. 2. Managers in the Employer Branding Process: How managers contribute to the employer branding value creation

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Torben Weber; Denisa Fuchsová; [2019]
    Keywords : employer branding; Employer Branding Value Chain; management; employees; applicants; Social Sciences;

    Abstract : Employer branding is a topic that is becoming significantly more interesting among both scholars and practitioners. This study analysed a small part of this topic - the practical use of Employer Branding Value Chain. READ MORE

  3. 3. Brand image in the Sharing Economy : An exploratory study of how to achieve positive customer perceptions in the sharing economy

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi; Högskolan i Jönköping/IHH, Företagsekonomi; Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Jacob Johansson; Oscar Folkesson; Jacob Henningsson; [2018]
    Keywords : Brand image; Brand equity; Brand management; Marketing; Sharing economy; Collaborative consumption;

    Abstract : Abstract Background: Most of existing literature in the field of sharing economy has focused on aspects of sustainability and business model structure. Research on brand image in the sharing economy has up until today not been an area of investigation. READ MORE

  4. 4. Employer Branding amongst Millennials in the Hospitality Industry

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Elena-Sophie von Rheden; Linda Dosekova; [2018]
    Keywords : employer branding; dis identification; Millennials; hospitality; Business and Economics;

    Abstract : The purpose of this study is to reveal and enable a deeper understanding and provide a more refined view on the intersections of employer branding, and (dis)identification, through the empirical focus on Millennials, based in the hospitality context. This is investigated by asking two research questions: “how is the employer brand presented to Millennials in Hotels International?” and “how is the employer brand perceived by Millennials in Hotels international?” This has given rise to a new framework that explicitly distinguishes between brand (dis)identification and organizational (dis)identification, and which is our main contribution to academic and corporate practitioners. READ MORE

  5. 5. Do emotions matter? A quantitative research in Employer branding.

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Nicklas Nordmark; Henrik Gedda; [2017]
    Keywords : ;

    Abstract : Employer branding is a key concept when managing human resources. Such management distinguishes the possibility to increase attractiveness with the use of employer brand associations when being an employer of choice. READ MORE