Essays about: "brand equity"

Showing result 1 - 5 of 170 essays containing the words brand equity.

  1. 1. Co-creating Your Own Luck - A Quantitative Study of Non-participating Consumers' Responses to Communicated Consumer Co-creation in New Product Development

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Author : Jennie Padron Benitez; Sara Sahlquist; [2019]
    Keywords : consumer co-creation; new product development; customer-based brand equity; non-participating consumer responses; virtual customer integration;

    Abstract : Consumers are deemed to be the most important external source used in innovation processes. Recently, the interest in consumer involvement in new product development has increased, both in practice and within research. READ MORE

  2. 2. A Case Study Exploring the Most Important Factors in Firm Rebranding

    University essay from KTH/Industriell Management

    Author : Gustav Kjellin; [2019]
    Keywords : Rebranding; Firm rebranding; Branding; Brand vision; Brand commitment; Rebranding; Firm rebranding; Branding; Brand vision; Brand commitment;

    Abstract : A growing use of mergers and acquisitions as a growth strategy has led to what is often referred to as “brand accumulation”, describing a situation in which a parent firm finds itself having acquired firms to the extent that the number of brands under management exceeds the capability of the firm. This, coupled with a generational shift in the workforce that has increased the demands on brand equity amongst potential employees, has increased the need for successful firm rebrandings. READ MORE

  3. 3. A global brand imagery context on consumers’ willingness to purchase and pay price premium: the EuroAsia telecommunication sector

    University essay from Göteborgs universitet/Graduate School

    Author : Adam Oskarsson; Andreas Rosander; Pattapong Wirungruangkul; [2018-07-03]
    Keywords : Price premium; Purchase intention; Brand imageries; Brand equity; Telecommunication; Smartphones;

    Abstract : MSc in Marketing and Consumption.... READ MORE

  4. 4. Shared Field of Play, Being Part of a Team, Being Part of an Organization: Effects on Building a Personal Brand in Team Sports

    University essay from Högskolan i Halmstad/Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL); Högskolan i Halmstad/Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL)

    Author : William Rydell; Julian Kneubühler; [2018]
    Keywords : Personal brand; shared field of play; being part of a team; being part of an organization;

    Abstract : The purpose of this thesis was to identify what effects shared field of play, being part of a team and being part of an organization has on building brand equity for athletes in team sports. Even though personal branding of athletes has received academic coverage over the past years, the role of the shared field of play, being part of a team and being part of an organization have been overlooked. READ MORE

  5. 5. Platform Thinking: Considerations for establishing third-party developer-centric ecosystems

    University essay from Lunds universitet/Institutionen för informatik

    Author : Sylvia Karanja; Björn Arvesen; [2018]
    Keywords : platform business models; boundary resources; third-party developers; platform governance; developer marketing; external innovators; lean communication; complementors; integrators; organizational identity; Social Sciences;

    Abstract : There has been a dramatic growth in organizations aiming to leverage the power of platform business models and capture the vast amounts of value stemming from external innovation. Thus, actors are required to open up their innovation processes to third-party developers, and make sure these external resources are incentivized to both enter and remain in the ecosystem. READ MORE