Essays about: "Country of Brand"

Showing result 31 - 35 of 161 essays containing the words Country of Brand.

1. 31. The Nationalist Beauty Ideal

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Elin Fransson; Asta Nordlund; [2021]
   Keywords : Regional Identity; National Identity; Banal Nationalism; Critical Discourse Analysis; Marketing Communication; Cultural Heritage; Corporate Visual Identity System; Country of Origin; Scandinavia; Scandinavian Beauty; Business and Economics;

   Abstract : Purpose: The purpose of this study is to explore how drawing upon nationalism and regionalism in the marketing of brands may lead to unintended consequences in greater society. This purpose has been reached by studying the Nationalist and Scandinavian discourses used in the marketing of eleven Scandinavian beauty brands. READ MORE

3. 32. The Swedish Country of Origin Effect : The influence of the Swedish country image on brands promotion strategy

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Elin Svensson; Amanda Karlsson; [2021]
   Keywords : Country of origin; Country of origin effect; Country image; COO dimensions; Consumer perceptions; COO-strategies; Promotion; Sweden; Swedishness; Brand; Stereotypes; Consumer affinity; Product category; Internationalization;

   Abstract : The purpose of this thesis is to explore how the country image influences Swedish brands in their promotion strategy. The thesis will explore what underlying factors come to influence the country of origin effect in the brands promotion and which cues are used when communicating their origin with consumers. READ MORE

4. 33. Social Media Marketing Strategies and Consumer Engagement during the COVID-19 Pandemic : An exploratory study of IKEA, including a multiple-case comparison between the UK, Australia and Sweden.

   University essay from Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap

   Author : Johanna Stenberg; Milana Ruljova; [2021]
   Keywords : Social Media Marketing Strategy; Consumer Engagement; Instagram; COVID; IKEA;

   Abstract : ABSTRACT Background: The marketing efforts made by firms have been forced to change dramatically during the past year as a consequence of the COVID-19 pandemic. Online communication and social media platforms have seen a boom in users and firms have been forced to switch both their sales and marketing efforts to the online world. READ MORE

5. 34. The greater good initiatives of country branding

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sandra Marín Gunnarsdóttir; Filippa Kjellberg; Iris Einarsdóttir; [2021]
   Keywords : Country branding; Greater good initiative; Rebranding; Brand image; Brand identity; Inspired by Iceland; Kranavatn; The Swedish Number; Essential Costa Rica.; Business and Economics;

   Abstract : Purpose: The purpose of this research paper is to study the promotion of non-profitable products by exploring the greater good initiatives of country branding in terms of brand identity and brand image. Design/methodology/approach: The research paper takes a qualitative approach and combines primary and secondary data. READ MORE

6. 35. The Impact of Social Media Marketing on Brand Loyalty : Case Study of Samsung Smartphones in Vietnam

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Thi Phuong Quynh Vu; Thi Thu Trang Vu; [2021]
   Keywords : Social media marketing; Social media marketing activities; Brand loyalty; Digital marketing; Samsung smartphones; Vietnam market.;

   Abstract : Background: Social media marketing has been used to facilitate communications and interactions between customers and brands and is considered as the effective driver to influence the customers’ buying behaviours and loyalty. Since its emergence in Vietnam market, Samsung smartphone brand has secured a considerable market share in this country and has activated some social media platforms to stay connected with its customers. READ MORE