Essays about: "aaker,"

Showing result 11 - 15 of 37 essays containing the word aaker,.

  1. 11. Applying Aaker´s Brand Equity model in a Brand Preference Context : A comparative study between Samsung and Huawei Smartphone users

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

    Author : Pierre Andersson; [2019]
    Keywords : Millennials; Smartphone; Brand; Brand Equity;

    Abstract : .... READ MORE

  3. 12. Differences in the Perception of Brand Personality

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan

    Author : Liam Karlsson; Emmanuel Ero; [2018]
    Keywords : ;

    Abstract : Background: The process connected to understanding perceived brand personality is discussed as well as how perceived brand personality may be affected by different cultures. Finally, the reader is introduced to the sportswear fashion industry, namely Adidas. The research questions are introduced. READ MORE

  4. 13. Factors Affecting Consumer-Based Brand Equity in a Storytelling Context : A quantitative study demostrating that traditional marketing needs more narrative

    University essay from Umeå universitet/Företagsekonomi

    Author : Oliver Chicaiza; Carl Fredrik Somp; [2018]
    Keywords : ;

    Abstract : Corporate storytelling is what happens when brands are telling their stakeholders stories. These stories can carry a vast array of messages, but in many cases, theyare just stories. Stories of founders, stories of people in the history of a company, stories of the heritage that a particular brand carries and has carried for centuries. READ MORE

  5. 14. Brand Personality Dimensions in Sweden - Developing a Brand Personality Scale among Swedish Consumers

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Evelina Andila; Selena Fridvad; [2018]
    Keywords : Brand personality; Brand management; Culture; Consumer attitudes; Sweden; Business and Economics;

    Abstract : The purpose of this thesis is to examine how Aaker’s (1997) brand personality scale functions in a culture outside of its country of origin and develop a deeper understanding of how Swedish consumers ascribe commercial brands symbolic values in terms of human personality traits. The thesis applies a quantitative research approach where data aggregation and analysis is conducted in a total of three interlinked studies. READ MORE

  6. 15. The Relationship Between Brand Related UGC and CBBE : An Internet Meme Experiment

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Joseph Hallgren; Kristján Sigurbjörnsson; Twan Black Jr.; [2018]
    Keywords : Internet Meme; Brand Equity; CBBE; User Generated Content; UGC; Experiment;

    Abstract : Background: The modern day era of the Internet gave birth to the growing phenomenon of Internet memes (IM), a type of online user generated content (UGC) (Gangadharbatla, 2008). Now marketers have begun researching the relationship between UGC and consumer based brand equity (CBBE) (Christodoulides et.al, 2012; Rachna and Khajuria, 2017). READ MORE