Essays about: "aaker,"
Showing result 6 - 10 of 37 essays containing the word aaker,.
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6. Business-to-signature-story-to-Business
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: The purpose of this master paper is to explore if different Business-to-Business brands sit on signature stories using David Aaker ́s four criteria defining a signature story. Methodology: The study’s qualitative methodology consists of finding different Business-to- Business brands and analyzing these if they are sitting on a signature story. READ MORE
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7. The Role of A Flexible Brand Identity in A Dynamic Market : A Multiple-Case Study on Swedish Coffee Brands
University essay from Karlstads universitet/Handelshögskolan (from 2013)Abstract : Conducting successful business requires a clear and steady brand identity, which is a part of brand management (Aaker, 1996; Kapferer, 1992, de Chernatony, 1999). Sticking to the core values and the traditions of the brand is beneficial. READ MORE
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8. Once upon a time there was a signature story
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose – The term signature story was explored by David Aaker in his book published in 2018. The purpose of this paper is to further investigate, examine and build upon his concept. READ MORE
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9. Towards Universal Brand Personality Dimensions : A descriptive study of the validity of a proposed universal brand personality scale in a Swedish context
University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)Abstract : Background: Brand personality is based on the notion that brands possess personalities similar to that of human personalities. It is a common measure for describing consumers’ brand perceptions, and brands with loyal customers often have distinctive personalities. READ MORE
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10. Social Media Influencers as Human Brands
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis Purpose: The purpose of this study is to quantitatively examine the effect of influencer brand personality in the US on follower-influencer identification and influencer trust, as a way for influencers as human brands to strengthen follower influencer relationships. Methodology: Quantitative methods were applied in this research. READ MORE