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Showing result 1 - 5 of 94 essays matching the above criteria.

1. 1. Cold War In The Ice Cream Industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Geny Pitaloka Hayyu; Lina Radilovic; Lilla Virag Erdelyi; [2024]
   Keywords : Fighter Brand; Challenger Brand; Emerging Market; Corporate Brand Structure; Brand Competition; Business and Economics;

   Abstract : Market leader Unilever Wall’s has been enjoying its position unchallenged for years in Indonesia, until the Chinese contender Aice joined the competition in 2015 followed by Joyday. The two challenger brands sell extremely low-priced products, gaining market share from Unilever at a fast pace. READ MORE

3. 2. The effects of different acquisition strategies on brand equity and purchase intention

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Pupu Jin; [2023]
   Keywords : Brand image; Acquisitions and Mergers; Automobile industry; Brand equity; Purchase intention;

   Abstract : Purpose - This study investigates the effect factors of brand equity and purchase intention for the original brand from the M&A perspective, involving two types of acquisitions (acquiring a medium image brand and acquiring a high-end image brand). The study object is a Chinese low-end automobile brand, Changcheng, who seeks to improve the brand. READ MORE

4. 3. How is E-commerce Live Streaming on TikTok Different from Traditional E-commerce on Alibaba?

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Liu Xinyi; [2023]
   Keywords : ;

   Abstract : Background: In recent years more and more consumers in the Chinese market are participating in e-commerce live streaming platforms for online shopping, which is a challenge for traditional e-commerce and an opportunity for brands. TikTok and Alibaba, as one of the major e-commerce live streaming platforms and traditional e-commerce platforms in China, can provide a new perspective for brands. READ MORE

5. 4. Be Proud of Your Menstruation! A case study of commodity feminist discourse in mainland China.

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Yiyun Zhu; [2022]
   Keywords : Menstruation; Femvertising; Regional adaption; Orientalism; Critical Discourse Analysis CDA ; Social Sciences;

   Abstract : Adopting a critical discourse analysis approach, this study presents a case study around the “Menstruation should not be hidden” campaign launched by the Swedish brand, Libresse, in the Chinese market. With the aim to explore how does the brand strategically use female empowering discourse to construct new meanings of menstruation for a regional market, and the socio-cultural factors involved. READ MORE

6. 5. A Study on the Impact of Perceived Brand Globalness(PBG) on Purchase Intention : From the Perspective of Consumer Culture

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Junjie Gu; Shengming Qi; Yanchen Li; [2022]
   Keywords : perceived brand globalness; perceived functional benefits; perceived symbolic benefits; purchase intention;

   Abstract : Background: Globalization and the aggravation of world economic integration make lots of overseas enterprises enter the Chinese market and win the market share by integrating Chinese elements into their brand names, logos, advertisements, and products. Therefore, what should local brands do to gain market share? Purpose: The main purpose of this study is to investigate the different effects of local Chinese brands with global, foreign, or local elements on consumers' perceived brand globalness, perceived functional benefits, perceived symbolic benefits, and purchase intentions. READ MORE