Essays about: "Research methodology of brand management"
Showing result 1 - 5 of 96 essays containing the words Research methodology of brand management.
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1. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. READ MORE
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2. The role of customer-based brand equity in the direct-to-consumer business model
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : This paper aims to explore and analyze the intricate relationship between the direct-to-consumer (D2C) business model and customer-based brand equity. This study utilizes a qualitative approach to gather primary data, aiming to gain profound insights into customer perspectives regarding the impact of the D2C business model on trust, loyalty, and value perception. READ MORE
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3. Exploring Corporate Brand Orientation in a Retail Setting – A Qualitative Case Study in the Swedish Grocery Retail Industry
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis Purpose: The purpose of this thesis is to explore what may facilitate or inhibit a stronger corporate brand orientation in a retail organization. We explore the factors of internal corporate brand identity elements, internal corporate brand image and internal branding, while also considering retail-specific characteristics. READ MORE
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4. Circularity in Outdoor Textile Brands - Examining the Integration of Brand Identity, Management Actions, and Communication Strategies for Sustainability
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: The purpose of this research was to investigate how outdoor textile brands align their brand bdentity with their management actions and communication to become more circular. It was as a consequence explored how communication strategies of outdoor brands align with their management decision and how management actions push the transition of a brand towards more circularity. READ MORE
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5. IS THERE ROOM FOR HIGH TECH IN A HIGH TOUCH INDUSTRY? AN EXPLORATORY STUDY ON ADOPTION OF SOCIAL ROBOTS IN THE HOTEL INDUSTRY
University essay from Lunds universitet/ProduktionsekonomiAbstract : This master thesis explores the possibilities of social robot adoption in the hotel industry. Social robots represent a new product group, a radical innovation, that has yet not seen commercialization in the hotel industry in Sweden. READ MORE