Essays about: "Marketing cultures"

Showing result 16 - 20 of 55 essays containing the words Marketing cultures.

  1. 16. Relationships on social media based brand communities : Explaining the effect on customer-based brand equity in the service industry 

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Laszlo Alexandru Gyori; Arthur Heurtaux; Pedro Alonso Talavera; [2017]
    Keywords : Social Media; Brand Communities; Customer-Based Brand Equity; Service Industry; Perceived Brand Trust; Culture;

    Abstract : Background: The importance of brand communities is increasing as managers have understood the benefits such communities which can create competitive advantage. Companies are trying to differentiate from the competitors and customer-based brand equity has been acknowledged as a successful marketing tool. READ MORE

  3. 17. The Influence of Organisational Culture on Dynamic Marketing Capabilities : A case study in the e-tail industry

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Anne Herzig; Maria Karlsson; [2017]
    Keywords : Dynamic capabilities; dynamic marketing capabilities; organisational culture; the competing values framework; e-tail; retail. international marketing;

    Abstract : Purpose and research question: The purpose of this research is to explore how dynamic marketing capabilities in international e-tail companies are influenced by organizational culture. Furthermore, the aim is to contribute to the theoretical field of marketing capabilities, as well as providing practical implications to managers in international e-tail companies. READ MORE

  4. 18. The effect of eWOM components on brand attitude and purchase intention : A cross country study between Germany and Sweden

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

    Author : Tabea Baur; Björn Nyström; [2017]
    Keywords : Components of eWOM; Brand Attitude; Purchase Intention; Culture; Channels; Information Type; Length; Valence; Inorganic eWOM; Perception;

    Abstract : In today ́s technical environment people are surrounded by information. The revolution of the Internet provides consumers with different channels where product information can be found and consumed. READ MORE

  5. 19. Dimensions of Transcultural and Multicultural Marketing Campaigns

    University essay from Södertörns högskola/Institutionen för samhällsvetenskaper

    Author : Hiller Oscar; Katsavria Charikleia; [2017]
    Keywords : Transcultural marketing; Multicultural marketing; Social media; Social media selection;

    Abstract : Marketers attempting to please a large part of the population in order to gain more customers, already have a demanding job. However, things get even more complicated when the population consists of a variety of cultures, such as in Sweden. READ MORE

  6. 20. The Use of Social Media in Sports Marketing : The Case of Nordic Ice Hockey Clubs

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Joonas Saari; Jonna Tuominen; [2016]
    Keywords : Sport marketing; Ice hockey; Social media; Segmentation; Relationship marketing; Branding; Social media effectiveness; Facebook; Instagram; Twitter.;

    Abstract : Social media, even though a new phenomenon, has gained much interest in the last decade and has been a frequent topic of researchers. Sport marketing has also been a popular topic in academia, especially in North America. READ MORE