Essays about: "Vanja Johnsson"

Found 1 essay containing the words Vanja Johnsson.

  1. 1. Communication works for those who work at it – John Powell, An empirical study investigating the influence of corporate brand identity on brand performance

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Vanja Johnsson; Adrienne Daudi; [2020]
    Keywords : Corporate brand identity; brand performance; corporate branding; brand management; Social Sciences;

    Abstract : In recent years, corporate branding and its potential benefits on brand performance has become an increased area of interest for both researchers and communication professionals. This study aims to deepen and increase knowledge about the concept of corporate brand identity and its influence on brand performance in the communications sector and answer the research question; How do the dimensions of corporate brand identity influence brand performance within the communications sector? To achieve this, a quantitative approach was employed and the B2B service brand identity scale as well as the Brand performance scale was used to measure the influence through a digital survey in 14 Swedish agencies with a total of N=105 respondents. READ MORE