Essays about: "BRAND PERCEPTION MANAGEMENT"

Showing result 21 - 25 of 56 essays containing the words BRAND PERCEPTION MANAGEMENT.

1. 21. Brand Management and Artificial Intelligence - A World of Man Plus Machine - A qualitative study exploring how Artificial Intelligence can contribute to Brand Management in the B2C sector

   University essay from Göteborgs universitet/Graduate School

   Author : Carolina Agersborg; Isabella Månsson; Emelie Roth; [2020-06-23]
   Keywords : Brand Management; B2C Brands; Artificial Intelligence; AI Applications;

   Abstract : The fast transforming world of technology has made the environment for Brand Management increasingly complex. To survive, brands need to raise the stakes, develop sharper strategies, provide holistic experiences, and gain a better understanding of their customers. READ MORE

3. 22. Restaurant industry's response to Covid-19

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Nikoleta Mircheva; Barbara Plompen; Milan Wynants; [2020]
   Keywords : Strategic Brand Management; Restaurant Industry; Brand Trust; Brand Reputation; Customer Relationship; CSR; Covid-19 Pandemic; International Dimensions; Business and Economics;

   Abstract : Purpose – The key objective of this research is to discuss different restaurant strategies that emerged in Belgium, Bulgaria, Denmark and Sweden in response to the Covid-19 pandemic and relate the respective restaurant activities to brand trust and reputation. Therefore, the restaurant industry is analyzed with respect to the pandemic and findings are put into context by explaining the countries’ severity of lockdown. READ MORE

4. 23. Country-of-origin effect: Expanding brands from Taiwan to Lithuania

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Julija Jadzeviciute; Ching Yen Yang; [2020]
   Keywords : East Asian COO effect; Moderators of COO effect; Product evaluation; Brand equity; Asian brand challenges; Business and Economics;

   Abstract : Thesis purpose: The purpose of this paper is to understand how Taiwanese brands can manage the country-of-origin effect on product evaluation in Lithuania. Methodology: This is a quantitative research based on primary data collected in Lithuania. READ MORE

5. 24. The Perceived Innovativeness of Employer Brands - A Qualitative Investigation of the Meaning, Sources, and Role of Employer Brands’ Innovativeness from the Perspective of Talents

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Jan Niklas Glanzmann; Karl Moberg; [2020]
   Keywords : Perceived Innovativeness; War for Talents; Employer Brand Management; Brand Knowledge; Brand Stimuli; Business and Economics;

   Abstract : The purpose of the thesis is to explore and understand the meaning, sources, and role of brands’ perceived innovativeness to talents due to the proposed importance of the attribute within the so-called war for talents as well as contemporary theoretical and practical discourse. In accordance with the relativistic and interpretivist stance taken, a qualitative methodology is adapted through the utilization of semi-structured interviews and the application of an abductive research approach. READ MORE

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

   University essay from 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