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Found 3 essays matching the above criteria.

  1. 1. How to Win the War for Talent among Professional Engineers : An Employer Branding Perspective

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

    Author : Nicole Lejdeby; Carolin Östman; [2019]
    Keywords : Employer Branding; Employer Value Proposition EVP ; Public sector; Recruitment strategies; War for talent; Work values;

    Abstract : Organisations strive to gain competitive advantages and there is an increasing demand for more advanced technology in today's dynamic and complex environment. The importance of engineering is increasing in the global world, which leads to a higher demand of professional engineers. They represent among the hardest roles to fill. READ MORE

  3. 2. Dramatically Changing Brand Image

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Johanna Orheim; Saga Bluhme; Clara Michelsen; [2018]
    Keywords : Brand image change; paraprosdokian; cognitive dissonance; brand perceptions; brand prejudices; elements of surprise; Social Sciences;

    Abstract : The purpose of this journal is to further investigate how a brand, during a limited time frame, can change an unwanted image by challenging the stereotypical perceptions of their brand by adding an element of surprise. The research is conducted through a multiple-case study consisting of four cases: Mercedes-Benz, Opel, McDonald’s and Lidl. READ MORE

  4. 3. Why Do We Hate Brands? : A qualitative study of how the dark side of branding is influenced by group identification

    University essay from Umeå universitet/Företagsekonomi

    Author : Lucas Rodrigues; Daniel Karlsson; [2015]
    Keywords : Brand Hate; Non-customers; Group Identification; Reference Groups; Perception of brands; Brand Image;

    Abstract : Abstract The purpose of this thesis was to gain a better understanding of the relatively new concept of Brand Hate. More specifically, how Brand Hate can occur in people with no to little experience with certain brands, so called non-customers. READ MORE