Essays about: "Brand Associations"

Showing result 36 - 40 of 128 essays containing the words Brand Associations.

1. 36. 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

3. 37. The impact of CSR on brand equity: the moderating role of consumer involvement in CSR

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Jiajun Wu; Wanying Huang; [2020]
   Keywords : Corporate social responsibility; Consumer-based brand equity; Consumer involvement; Signaling theory;

   Abstract : While pursuing profits, modern firms begin to undertake corporate social responsibility (CSR). Different ways for firms to implement CSR have diverse impacts on consumer-based brand equity that reflects the meaning of the brand in consumers’ minds and is of considerable significance to corporate marketing strategy. READ MORE

4. 38. Drinking from the Fountain of Youth? Brand rejuvenation in the case of heritage luxury fashion brands

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Katharina Netek; Feline Carbone; [2020]
   Keywords : Heritage brands; Luxury fashion brands; Brand rejuvenation; Millennials; Brand identity; Business and Economics;

   Abstract : Thesis purpose: The aim of this study was to examine whether German Millennials are in favor of rejuvenation practices of heritage luxury fashion brands or if such actions instead lead to negative associations, as they tend to ignore the heritage aspect. Methodology: Following a relativist ontology, this research is guided by a social constructionist position, which allows a deep understanding of Millennials’ opinions. READ MORE

5. 39. Entry mode and institutional conditions to consider when entering a new market : The case of fashion apparel franchising in Germany

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Neema Kisanga; Samana Mohammad; [2019]
   Keywords : Franchising; Franchising Germany; Internalisation; Market entry; Fashion retailing internalisation; Uppsala Internalisation model; Institutional theory;

   Abstract : Background:           Literature suggests that franchising as an entry mode for internalisation gains more and more popularity. However, existing literature shows many studies concerning franchising do not focus on industries. READ MORE

6. 40. Branding social work in employee assistance

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Maria Christina Erhard; [2019]
   Keywords : professional service branding; occupational social work; employee assistance; brand image; self-employment; Business and Economics;

   Abstract : At the core of this thesis lies the conception that branding theories might bear insights for individuals who aim to establish their professional existence outside of the area for which their profession grants them credibility. One group of such professionals was found in self-employed social workers who offer employee assistance to private corporations. READ MORE