Essays about: "Corporate Brand Endorsement"

Found 5 essays containing the words Corporate Brand Endorsement.

  1. 1. Strong Employer Brands and Employee Advocacy in Social Media : exploring the Employee Perspective

    University essay from Högskolan Kristianstad/Fakulteten för ekonomi

    Author : Erika Stenman; [2019]
    Keywords : Brand Citizenship Behaviour; Employee Advocacy; Employee Recommenders; Employer Branding; Online Employee Endorsement; Social Media; Personal Brand;

    Abstract : Employer Branding activities in the competitive labour market are becoming increasingly interactive rather than being a top-down exercise. Limited resources together with new technology is playing a role in this development. Little, but some research exists on Employee Advocacy or the voluntary promotion and defence of a brand by its employees. READ MORE

  3. 2. The role of athlete's sponsorship on the marketing strategy of a sports brand : A qualitative study conducted at HEAD France

    University essay from Umeå universitet/Företagsekonomi

    Author : Matthieu BOUVIER; Marlène LESAULE; [2017]
    Keywords : Athlete; brand; brand awareness; communication; consumer; consumer behaviour; digital; distribution; marketing strategy; influence marketing; sales; social media; social network; sport; sponsorship;

    Abstract : Athletes sponsorship has become an important part of the marketing communication mix for sports brands today. We know that athletes are major celebrities within the mass media in modern society and they can use their image and the power they have directly through their network to interact with customers. READ MORE

  4. 3. The business of business is societal responsibility: A case study of drivers and goals of FMCGs’ corporate brand endorsement

    University essay from Göteborgs universitet/Graduate School

    Author : Simon Hellström; Tove Mattsson; [2016-09-21]
    Keywords : FMCG; corporate brand endorsement; corporate reputation; sustainability; corporate identity; corporate image;

    Abstract : Within brand research there is a debate regarding if multinational companies will benefit most from emphasizing their product brand or their corporate brands. The past decade has also brought increased market awareness of sustainability. Against this background it is interesting that major FMCGs have recently engaged in corporate brand endorsement. READ MORE

  5. 4. Corporate Purpose Endorsement - A Way to Influence and Attract Multiple Stakeholders

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

    Author : Madeleine Johansson; Eva Skoghagen; [2014]
    Keywords : Corporate Brand Endorsement; Corporate Purpose; FMCG; Employer Brand; Relevance;

    Abstract : Corporate brand endorsement has turned into an increasingly pursued strategy by companies within the FMCG industry, with the aim to connect with consumers beyond the product level. In this study, the element of purpose is added to traditional endorsement strategies, and reveals that this can be an efficient way to influence and attract multiple stakeholders. READ MORE

  6. 5. The Effect of Corporate Endorsement on Consumers' Product Brand Evaluations - An Empirical Analysis of the Influence of Corporate Image

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Marion Küpers; Pia Faulseit; [2012]
    Keywords : Brand Architecture; Endorsed Branding Strategy; Product Brand Evaluation; Corporate Association Transfer; Image Spill-over; Business and Economics;

    Abstract : This study investigates the effect of corporate endorsement on consumers’ product brand evaluations by taking into consideration varying levels of corporate brand and product brand image as well as product brand familiarity; thereby providing more detailed and nuanced insights for which product brands corporate endorsement is beneficial, neutral or even detrimental.. READ MORE