Essays about: "Brand Orientation"
Showing result 1 - 5 of 58 essays containing the words Brand Orientation.
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1. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. READ MORE
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2. Brand Loyalty in the Context of Digital Food Retail : Understanding customer behaviour of meal kit delivery services towards brand loyalty: a focus on HelloFresh
University essay fromAbstract : Abstract Background: Despite an increase in popularity, the meal kit delivery service is facing the challenge of high cancellations and difficulty with customer retention. As it is a comparatively novel concept in the context of digital food retail, more scholarly research should be conducted. READ MORE
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3. An analysis of how video advertising factors influence consumers' impulse purchase intentions — In the context of short-form video
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Online shopping is gradually becoming a daily behavior in people's lives, and advertising marketing methods based on short videos are also playing an increasingly important role in this trend. Different from pictures and texts, it combines sound and picture, is easy to spread, and contains a lot of information, which conforms to people's habit of using fragmented information. READ MORE
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4. Exploring Corporate Brand Orientation in a Retail Setting – A Qualitative Case Study in the Swedish Grocery Retail Industry
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis Purpose: The purpose of this thesis is to explore what may facilitate or inhibit a stronger corporate brand orientation in a retail organization. We explore the factors of internal corporate brand identity elements, internal corporate brand image and internal branding, while also considering retail-specific characteristics. READ MORE
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5. Strategic Orientations and Brand Portfolio Management – A FMCG Case Study
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : .... READ MORE