Essays about: "Country of Brand"

Showing result 1 - 5 of 101 essays containing the words Country of Brand.

  1. 1. Brand new knowledge : how knowledge-intensive startups use social media to build their corporate brand

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

    Author : Gustaf Ergeer; Fredrik Sigfridsson; [2018]
    Keywords : Startups; Entrepreneurship; Branding; Social media; Knowledge-intensive firms; Social media marketing;

    Abstract : Building a corporate brand is as a crucial resource for the survival of companies. Social media as a tool for branding practices has been emphasized in research about startups. In such research, less focus is on certain groups of startups, such as Knowledge-intensive startups (KI Startups). READ MORE

  2. 2. Nation Branding Communication : A Case Study of the Brand Singapore

    University essay from Högskolan i Jönköping/HLK, Medie- och kommunikationsvetenskap

    Author : Ena Čalić; [2018]
    Keywords : nation branding; brand Singapore; nation branding communication; multimodal critical discourse analysis; re-orientalism;

    Abstract : Globalization has significantly reshaped communication trends that influence nation branding practices. Many studies examine the development of a nation and destination branding; however, little has been done to examining the planning processes and the selection of representative messages that nations choose to communicate through their individual brands. READ MORE

  3. 3. Brand Personality Dimensions in Sweden - Developing a Brand Personality Scale among Swedish Consumers

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Evelina Andila; Selena Fridvad; [2018]
    Keywords : Brand personality; Brand management; Culture; Consumer attitudes; Sweden; Business and Economics;

    Abstract : The purpose of this thesis is to examine how Aaker’s (1997) brand personality scale functions in a culture outside of its country of origin and develop a deeper understanding of how Swedish consumers ascribe commercial brands symbolic values in terms of human personality traits. The thesis applies a quantitative research approach where data aggregation and analysis is conducted in a total of three interlinked studies. READ MORE

  4. 4. Country of Origin within the consumers' decision-making process

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi; Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Benedikt Schneller; Jake James Swanson; [2018]
    Keywords : country of origin; decision-making process; high involvement products; information cues; perception.;

    Abstract : Background Country of origin (COO) has developed over the years and so has the definition, from the manufacturing COO and has now developed more into the COO of the brand. This development has led to a gap in research surrounding COO effects in combination with the decision-making process. READ MORE

  5. 5. Nation branding and the representation of a nation’s identity: the case of the Study in Sweden Facebook page

    University essay from Uppsala universitet/Institutionen för informatik och media

    Author : Heena Jeong; [2018]
    Keywords : Nation branding; Facebook; Study in Sweden; the Swedish institute; social media; imagined community; Swedishness; Swedish values; internationalisation of higher education;

    Abstract : The aim of this study is to explore the Study in Sweden Facebook page, particularly about the use of nation branding identity and its representation on the social media channel during the period for application promotion for Swedish higher education institutions for Autumn semester 2018. Facebook page has been used as a centre for international marketing activities. READ MORE