Essays about: "Customer-Based Brand Equity"

Showing result 21 - 25 of 48 essays containing the words Customer-Based Brand Equity.

1. 21. The Effects of Brand-Context Congruence

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Weronika Bojanowicz; Johanna Hagberg; [2017]
   Keywords : customer-based brand equity; brand equity; digital marketing; brand-context congruence; brand image; targeted advertising; perceived quality; brand associations; brand esteem; brand acceptability; overall attitude; symbolic brand; functional brand; Business and Economics;

   Abstract : The purpose of this study is to examine if brand-context congruence has an effect on customer-based brand equity and whether brand image impacts this relationship. The relationship between an ad and the surrounding context, so called context congruence, has gained a lot of attention. READ MORE

3. 22. Enhancing Brand Equity for B2B SME through Social Media : An exploratory descriptive research

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

   Author : Filip Martinelle; [2017]
   Keywords : Social media; Brand equity; customer-based brand equity; Small and medium-sized enterprises SME ;

   Abstract : Through our smartphones, the access to information is higher than ever before. Social media has revolutionized the communication landscape in how we share information and communicate to each other. READ MORE

4. 23. This ad's for you... and you: Brand management for multiple stakeholders

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

   Author : Madison Rex; Aleksandra Srdic; [2017]
   Keywords : Brand equity; Brand identity; Identification; Marketing communication; Stakeholders;

   Abstract : Background: In the competitive market for modern retailing, brand management is concerned with attracting and retaining both external and internal stakeholders. While brand building and marketing efforts have traditionally focused on building customer-based brand equity, another stream has emerged - internal branding that focuses on human capital and employee-based equity. READ MORE

5. 24. If you Snooze you lose: : A qulalitative study of how comapnies can use social media to enhance customer-based brand equity

   University essay from Umeå universitet/Företagsekonomi

   Author : Sundholm Matilda; Joacim Braunander; [2017]
   Keywords : ;

   Abstract : The development of technology and Internet has not only impacted the way we live our daily lives; it has also changed how business is conducted. Traditional marketing strategies have transformed according to the new digital area where social media is used as a marketing channel to a greater extent than ever. READ MORE

6. 25. From Print to Social: Does the Choice of Media have an Impact on the Brand Building Process?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Gustav Silvegren; Lukas Morinder; [2016]
   Keywords : Brand Equity; Customer-Based Brand Equity; Brand Personality; New Media; Traditional Media; Social Media; Print Media; Newspaper; Facebook; Business and Economics;

   Abstract : Purpose: Based upon previous theories on customer-based brand equity, this study investigates whether the usage of either print or social media have relatively stronger impact upon the brand building components; brand awareness, emotional and functional brand image, willingness to pay a price premium and purchase intention. Methodology and Empirical Evidence: Perceptions on fictional advertisements were collected from a total of 493 respondents. READ MORE