Essays about: "Equity in Customer Management"

Showing result 11 - 15 of 29 essays containing the words Equity in Customer Management.

  1. 11. Co-creating Your Own Luck - A Quantitative Study of Non-participating Consumers' Responses to Communicated Consumer Co-creation in New Product Development

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

    Author : Jennie Padron Benitez; Sara Sahlquist; [2018]
    Keywords : consumer co-creation; new product development; customer-based brand equity; non-participating consumer responses; virtual customer integration;

    Abstract : Consumers are deemed to be the most important external source used in innovation processes. Recently, the interest in consumer involvement in new product development has increased, both in practice and within research. READ MORE

  3. 12. “Brand Equity – A Study on the relationship between brand equity and stock performance”.

    University essay from Umeå universitet/Företagsekonomi

    Author : Evelin Hinestroza; [2017]
    Keywords : Brand equity; Stock performance; information asymmetry; financial disclosure; Nordic; relationship;

    Abstract : In today’s competitive market companies aim at increasing revenue to acquire a higher market share. Previous research indicates that this can be achieved with intangible assets. READ MORE

  4. 13. 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. 14. Brand equity through rollercoasters and rabbits : Understanding the role of part-time marketers in enhancing the brand equity of an amusement park

    University essay from Umeå universitet/Företagsekonomi

    Author : César Rivera; Fredrik Byström; [2015]
    Keywords : Relationship marketing; part-time marketers; brand equity; amusement park; Gothenburg; Sweden; marketing as promises; part-time marketers role; connection between relationship marketing and brand equity; brand awareness; brand associations; external brand communication;

    Abstract : Relationship marketing is a marketing theory that has gathered much focus in the marketing research area lately. The core idea of relationship marketing is to retain the existing customers of a company by establishing long-time relationships with them. READ MORE

  6. 15. Social Relationship Management - A case study of customer relationships in a social media context

    University essay from Lunds universitet/Institutionen för tjänstevetenskap

    Author : David Tiderius; [2015]
    Keywords : Social CRM; Customer Relationships; Brand Equity; Co-Creation; Facebook.; Business and Economics;

    Abstract : Introduction: Social CRM is a relatively new concept that is considered an extension of traditional CRM – performed through social medias. The concept has little prior research and the aim of this paper is to investigate how Social CRM influences the company´s Brand Equity and customer relationships. Research questions: R1. READ MORE