Essays about: "Brand associations"

Showing result 1 - 5 of 97 essays containing the words Brand associations.

  1. 1. Food retailers’ sustainable brand image - exploring the barriers and challenges of implementing sustainability strategies in grocery stores

    University essay from Göteborgs universitet/Graduate School

    Author : Sam Gharakhani; Andreas Utberg; [2020-06-23]
    Keywords : Sustainability; Brand Image; Food Retailing; Grocery Stores; Corporate Strategy Implementation; Strategic Activities; Motives; Challenges; Barriers;

    Abstract : MSc in Marketing and Consumption.... READ MORE

  2. 2. Employer Branding – An ongoing Change and Translation - A qualitative article of how consultants translate their ideas of Employer Branding and act upon them in practice

    University essay from Göteborgs universitet/Graduate School

    Author : Cajsa Holm; Arlinda Pllana; [2020-06-22]
    Keywords : Employer Branding; Employer Branding Practices; Employer Value Proposition - EVP; Employer Branding Consulting; Translation;

    Abstract : MSc in Management.... READ MORE

  3. 3. Concretizing and legitimizing brand equity as a strategic investment : A qualitative study in the Swedish retail industry

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

    Author : Emil Arljung; Axel Eklund; [2020]
    Keywords : brand equity; shareholder value; retail;

    Abstract : The retail industry has seen an immense increase in competition. Brands are becoming more similar, which makes it essential for firms to differentiate themselves against their competitors. The brand is considered the company's biggest intangible asset, possessing an array of different values for the company. READ MORE

  4. 4. Incumbent Brand on Purchase Intention of Disruptive Innovations: A Study on the Effects of Brand Image and Sub-Brand Strategy for Electric Motorcycles

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Tiziano Filippini; Nicola Campagna Foglietta; [2020]
    Keywords : Disruptive Innovation; Brand Image; Sub-Brand Strategy; Purchase Intention; Electric Motorcycles; Business and Economics;

    Abstract : The purpose of this study is to investigate the relationship between the brand image of an incumbent manufacturer and the purchase intention for a brand extension characterized by a disruptive innovation, and to assess the effects of a sub-brand strategy. This study involves inferential survey research with a conclusive and descriptive nature. READ MORE

  5. 5. 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