Essays about: "Consumer Based Brand Equity CBBE"

Showing result 1 - 5 of 9 essays containing the words Consumer Based Brand Equity CBBE.

  1. 1. Challenging coopetitive branding alliances : a study on how coopetitive branding affects consumers’ brand image

    University essay from Högskolan Kristianstad/Avdelningen för ekonomi; Högskolan Kristianstad/Avdelningen för ekonomi

    Author : Oskar Gudmundsson; Joel Leteus; [2018]
    Keywords : Coopetition; Co-branding; Coopetitive Branding; Strategic Alliances; Consumer Based Brand Equity CBBE ; Brand Image;

    Abstract : The increased competitive intensity in several global markets has encouraged firms which traditionally compete, to also collaborate with each other, that is coopetitive branding alliances. Coopetitive branding has, to the best of our knowledge, not been researched from a consumer perspective. READ MORE

  2. 2. Exploring marketing activities to strengthen brand equity within an SME : a case study on the company PAUL och THOM

    University essay from SLU/Dept. of Economics

    Author : Kim Meyer; [2018]
    Keywords : branding; brand building; brand equity; brand management; marketing;

    Abstract : Small and Medium sized Enterprises (SMEs) are often researched through the perspectives and theories created from studies of large organizations. This constitutes the basis of a theoretical problem when studying SMEs. READ MORE

  3. 3. The Relationship Between Brand Related UGC and CBBE : An Internet Meme Experiment

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Joseph Hallgren; Kristján Sigurbjörnsson; Twan Black Jr.; [2018]
    Keywords : Internet Meme; Brand Equity; CBBE; User Generated Content; UGC; Experiment;

    Abstract : Background: The modern day era of the Internet gave birth to the growing phenomenon of Internet memes (IM), a type of online user generated content (UGC) (Gangadharbatla, 2008). Now marketers have begun researching the relationship between UGC and consumer based brand equity (CBBE) (Christodoulides et.al, 2012; Rachna and Khajuria, 2017). READ MORE

  4. 4. Consumer-Based Brand Equity Within the Insurance Industry : Attitudes Towards Corporate Social Responsibility

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Viktor Ingemansson; [2017]
    Keywords : Customer Attitudes; Brand Affection; Brand Trust; Brand Equity; Consumer-Based Brand Equity CBBE ; Corporate Social Responsibility CSR ; Insurance Industry;

    Abstract : Modern technology has provided for greater company transparency and media coverage, which among other has led to customers being able to increasingly demand corporate social responsibility (CSR) initiatives from companies. Companies should however not consider CSR as a constraint, but rather as a way to create competitive advantage, generating positive outcomes. READ MORE

  5. 5. Consumer-Based Brand Equity in the Smartphone Era : Consumer Attitudes towards Push Notifications

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Sara Göransson; Johanna Kristoffersson; Daniel Ýmir Rigollet; [2016]
    Keywords : Mobile marketing; Push Notifications; Consumer Attitudes; Consumer-Based Brand Equity; Fashion Brands;

    Abstract : Background: New technologies have created a growing audience for mobile electronic communication and promotions that companies can utilize. From this, the phenomenon of mobile marketing has evolved, along with methods such as push notifications. READ MORE