Essays about: "Low Brand Equity"

Showing result 1 - 5 of 19 essays containing the words Low Brand Equity.

1. 1. The effects of different acquisition strategies on brand equity and purchase intention

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

   Author : Pupu Jin; [2023]
   Keywords : Brand image; Acquisitions and Mergers; Automobile industry; Brand equity; Purchase intention;

   Abstract : Purpose - This study investigates the effect factors of brand equity and purchase intention for the original brand from the M&A perspective, involving two types of acquisitions (acquiring a medium image brand and acquiring a high-end image brand). The study object is a Chinese low-end automobile brand, Changcheng, who seeks to improve the brand. READ MORE

3. 2. Customer engagement within low involvement product categories - discovered

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Olivia Blomqvist; Joel Samuelsson; [2022]
   Keywords : Customer engagement; engagement; involvement product categories; involvement; consumer behavior; antecedents; marketing; brand community; brand equity.;

   Abstract : Customer engagement is a relatively new topic in research and due to its importance, it has recently received a lot of attention in both academia and practice. Although the attention, it still lacks knowledge regarding its components and driving factors. READ MORE

4. 3. Challenges faced by Chinese Brands in Internationalisation – Taking ‘Anta’ as an Example.

   University essay from

   Author : Fu Luomanni; Yang Liying; Wu Lisuichao; [2022]
   Keywords : Brand Internationalisation; Internationalisation; Anta company; Sportswear; China; MNEs; MNCs.;

   Abstract : Background: Since the Go Global policy in 1999, Chinese firms have been growing and expanding exponentially in the global market. The internationalisation of Chinese firms has attracted not only business partners, policy makers but also researchers with their unconventional process and method. READ MORE

5. 4. Impacts of COVID-19: Funding Business Operations and Adapting Marketing Strategies

   University essay from Umeå universitet/Företagsekonomi

   Author : Sejin Hahn; Sarafat Hossain; [2021]
   Keywords : Adaptation; Crisis Management; Financial Liquidity; Access to Capital; Government Aid; Alternative Finance; Marketing Strategy; Resource-based View RBV ; Customer-Centric; Stakeholder View; Brand; Authenticity; Knowledge; Capabilities; Marketing Management; Marketing-Finance Interface; Paid Marketing; Organic Marketing; Customer Loyalty; Community; Decision-Making;

   Abstract : Purpose -- Given the enduring COVID-19 pandemic, this thesis set out to reveal an updated perspective of the service-oriented small business experience, particularly in their access and choice of financial resources to fund operations and adapt marketing strategy. By the time this study started, it was clear which businesses had been rising with the new tides of swelled categorical demand vs. READ MORE

6. 5. Staying competitive with the help of social proof - A quantitative study on the strength of different social proof tactics in an online context and the moderating effect of brand equity

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

   Author : Marcus Hagström; Teo Bodin; [2021]
   Keywords : social proof; e-commerce; popularity information; customer reviews; brand equity;

   Abstract : The recent growth in global e-commerce sales caused by the Coronavirus pandemic has created cause for retail brands to re-evaluate the employed social influence tactics on their online product pages in an effort to remain competitive. Two tactics which are commonly used on these online product pages are popularity information statistics and customer reviews. READ MORE