Essays about: "Brand creation"

Showing result 16 - 20 of 217 essays containing the words Brand creation.

1. 16. Navigating the Unknown: A Study on How the Brand Manager Role Evolves in Response to the Metaverse as a New Branding Context

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lisa Sjöberg; Inga Maslowski; [2023]
   Keywords : Branding; Brand management; Brand manager role; Metaverse; Strategy formation; Experimentation; Co-Creation; Community; Generational shift; Emerging technologies; Social Sciences;

   Abstract : The evolution of the digital landscape through emerging technologies presents brand managers with a new context for managing their brand: the metaverse. This thesis investigates how the role of the brand manager and the related brand management practices evolve in response to this. READ MORE

3. 17. Beyond the logo: the role of branding in B2B services : A case study on the perceptions of the influence of branding in the purchase of recruitment services

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Simone Johansson; Alva Thiel; Jennie Wallin; [2023]
   Keywords : B2B buying behaviour; Branding; Service industry; Service branding;

   Abstract : Background: In the last decade, digitalisation and globalisation have intensified competition and customer power, making price and quality minimum requirements rather than differentiators. As a result, branding has become crucial in the B2B context for creating competitive advantage and customer loyalty. READ MORE

4. 18. The new frontier of co-creation : What are the drivers for consumers to engage in co-creation activities in the metaverse?

   University essay from Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

   Author : Pavel Kerim; Marina Borrell; [2023]
   Keywords : co-creation; metaverse; engagement; trust; customer experience; motivation; samskapande; metaverse; engagemang; förtroende; kundupplevelse; motivation;

   Abstract : Research Question: What are the drivers for consumers to co-create in the metaverse and howcan companies use them to increase engagement in co-creation? Purpose: The purpose of this study is to get insight into how companies canincrease consumer engagement for participation in co-creation activitieswithin the metaverse. By enlightening the research community and businesses about the consumer perspective on the metaverse and the cocreation possibilities and what their drivers would be to engage in cocreation, companies can better target these individuals and ultimately increase their brand value. READ MORE

5. 19. From likes to brands: Social media influencers as co-founders : A multiple case study investigating social media influencers' effect on brand knowledge of e-commerce companies.

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Neea Eveliina Jussila; Karin Strandberg; Vide Blomdahl; [2023]
   Keywords : Brand Knowledge; Social Media Influencer; Human Brand; E-commerce company;

   Abstract : Background: Social media influencers (SMIs) have become an important asset to the constantly changing world of marketing. The impact SMIs have within e-commerce and the influence they have on consumers have been observed. Therefore, the use of SMIs as a marketing tool in improving brand knowledge has been vastly adopted by many companies. READ MORE

6. 20. Exploring AI Adoption in Entrepreneurial Content Marketing Strategies of European Companies

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Johan Valeur; Mantas Liekis; [2023]
   Keywords : Entrepreneurial marketing; Artificial intelligence; Marketing; Technology adoption; Machine learning; Customer journey; AI tools.; Business and Economics;

   Abstract : Artificial intelligence has recently gained enormous attention due to its potential to revolutionize many industries. One of these areas of interest where AI may have the potential to have a significant impact is content marketing. READ MORE