Essays about: "Brand associations"

Showing result 21 - 25 of 128 essays containing the words Brand associations.

  1. 21. From words to actions: the effects of the transformation of core values through the physical stores

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Yuxin Li; Katherine Camacho; Francesca Scriboni; [2022]
    Keywords : transformation of core values; brand associations; visual identity; store branding; brand experience; brand image; Lush; Kiehl’s.; Business and Economics;

    Abstract : Purpose: To examine how core values can be concretely transformed in the physical stores in order to help with the creation of favorable brand associations and the shaping of the brand image. Methodology: The paper combines both primary and secondary data, with a specific focus on two brands as case studies: Lush and Kiehl's. READ MORE

  3. 22. Good Guy versus Bad Guy: How are Patagonia´s and H&M´s Green(wash)ing Strategies Perceived among Consumers?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sebastian Köhler; Lum Rexha; Pieter Christiaan Sturm; [2021]
    Keywords : Greenwashing; Green brand associations; Green brand image; Brand credibility; Green brand equity; Fashion industry; H M; Patagonia; Business and Economics;

    Abstract : Purpose: The purpose of this paper is to further investigate and understand the influence of greenwashing on green brand associations, green brand image, brand credibility, and finally green brand equity. Therefore, the paper builds up on Akturan’s (2018) findings and partially replicates them by using the two fashion brands H&M and Patagonia. READ MORE

  4. 23. The Stock Market and Brand Equity: A Quantitative Study on the Swedish Stock Market's Reaction to Long- and Short-term Changes in Brand Equity

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Alfred Sjunnesson; Lukas Floding; [2021]
    Keywords : Brand equity; Stock market; Stock price; Trading volume;

    Abstract : Brand equity is a well-established term within the field of marketing, commonly used to describe the value of a brand name and its associations. Through an analysis of how the changes in brand equity of 15 companies listed on the Swedish stock exchange correlates with their stock prices, along with an event study of different negative company-related incidents, and a survey study of how these incidents are perceived by the Swedish public, the aim of this thesis paper is to answer our proposed research questions (1) "To what extent does the price a stock is traded at adjust in response to long-term changes in brand equity?" and (2) "To what extent do company-related incidents cause a short-term negative reaction in brand equity and, consequently, a negative reaction in stock price and a positive reaction in trading volume?". READ MORE

  5. 24. Exploring Fast Fashion renting and its influence on Brand Equity - A comparative study between Sweden and Russia

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Vladislav Galkin; Christopher Kewenter; [2021]
    Keywords : Fast fashion; Sustainable consumption; Collaborative consumption; Renting; Brand Equity; Business and Economics;

    Abstract : Abstract Keywords: Fast fashion, Sustainable consumption, Collaborative consumption, Renting, Brand Equity. Purpose of the thesis: This thesis aims to discover changes in Millennials' Brand perceptions towards renting in Fast fashion, having a cultural comparison perspective between Russia and Sweden. READ MORE

  6. 25. How Can Scents Influence the Way Customers Perceive Hotel Brands? Analysis on the Importance of Scents as part of Branding in the Hotel Industry

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Andrea Navarrete Lindez; Laia Martinez Miracle; Marine Hakobyan; [2021]
    Keywords : Scent marketing; hotels; sensory marketing; scent branding; brand image; brand loyalty; brand recall; brand associations and experiences; brand identity; brand identity prism; Santhiya Koh Yao Yai Resort Spa hotel; W Barcelona hotel; Sun Palace hotel.; Business and Economics;

    Abstract : Scent marketing has long been here; discussed in various literature and used by many brands all over the world. Yet, there is not sufficient research done on how scents affect customer perceptions of brands in the hotel industry. READ MORE