Essays about: "Brand Continuity"

Showing result 1 - 5 of 11 essays containing the words Brand Continuity.

  1. 1. The Authentic Activist: Examining the antecedents of the perceived authenticity of brand activism

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Jakob Ferenius; Victoria Kotras; [2021]
    Keywords : Authenticity of Brand Activism; Brand Activism; Authenticity; Perception of Authenticity; Antecedents of Authenticity; Judgement of Truth; Marketing Scepticism; Socio-political Issues; Business and Economics;

    Abstract : Purpose: The study aimed to investigate which antecedents affect consumers’ perception of the authenticity of brand activism. Methodology: The study followed a deductive approach. READ MORE

  3. 2. Under Pressure - Tensions in the acquiring firms' corporate brand identity

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Anna-Maria Ostermann; Emma Impeciati; [2020]
    Keywords : Corporate Brand Identity; Merger and Acquisition; Integration; B2B Branding; Tensions; Business and Economics;

    Abstract : Thesis Purpose: The purpose is to explore post-acquisition tensions in a B2B firm's corporate brand identity to better understand why tensions emerge, what effect those tensions have, and lastly, how these tensions may be dealt with, if at all. Methodology: A qualitative multiple case study based on four companies with a constructionist and inductive approach has been executed in this thesis. READ MORE

  4. 3. Destination Branding : Focusing on Events Contribution on an Urban Level

    University essay from Södertörns högskola/Turismvetenskap

    Author : Henrietta Acheampong; [2020]
    Keywords : Branding; Destination; Stakeholders; Identity; Event; Cape Coast;

    Abstract : Today´s tourism sector is one of the fastest-growing sectors in the world and that has greatly influenced destinations. The recent development in the use of events to build, reinforce, and increase destination branding has received huge recognition. READ MORE

  5. 4. Management of Events Over Time: The Paradox of Brand Continuity and Change

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Johanna Eckerbom; Julija Jadzeviciute; Ching Yen Yang; [2019]
    Keywords : Events; Change Management; Core Value Framework; Corporate Brand Identity Matrix; Brand Continuity; Business and Economics;

    Abstract : Aim: The purpose of this paper is to understand how events manage change over time and the paradox of managing brand continuity while staying relevant. Method: Qualitative research based on secondary data. READ MORE

  6. 5. Managing the Semi-Fictive Brand Persona - In Theory and Practice

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Emma Jungerth; Sam Lidström; [2018]
    Keywords : Semi-Fictive Brand Persona; Brand Identity; Brand Personality; Brand Personification; Brand Persona; Storytelling; Strategic Brand Management; Business and Economics;

    Abstract : Title: Managing the Semi-Fictive Brand Persona – In Theory and Practice Submission date: 28th of May 2018 Course: BUSN39 Degree Project in Global Marketing Authors: Emma Jungerth & Sam Lidström Supervisor: Mats Urde, [email protected]. READ MORE