Essays about: "brand relationship marketing"

Showing result 41 - 45 of 222 essays containing the words brand relationship marketing.

1. 41. How corporations’ transition from product branding to corporate branding

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sofia Lilliehorn; Celina Burian; Johanna Schönberg; [2021]
   Keywords : Strategic Brand Management; Product Branding; Corporate Branding; Brand Transition; Business and Economics;

   Abstract : Purpose: This study explores and defines the transition from product branding to corporate branding by answering the following research questions: • Why are corporations transitioning from product branding to corporate branding? • How are corporations transitioning from product branding to corporate branding? • What does it mean for corporations to transition from product branding to corporate branding? Design/methodology/approach A qualitative research approach was suitable for this research since we studied a complex phenomenon. The primary data was collected through semi-structured interviews with the corporations Thule and Pantamera. READ MORE

3. 42. Value-driving factors for Employer Attractiveness : A multiple case study within the IT industry

   University essay from Linköpings universitet/Institutionen för ekonomisk och industriell utveckling

   Author : Jonatan Moen; Magdalena Woodhouse; [2021]
   Keywords : Customer value; Employer attractiveness; Employer branding;

   Abstract : As the society we live in today is moving towards being more technology-driven, the competition in the labor market of attracting people within the IT industry is increasing. To attract people within the IT industry, firms must understand what attracts these people to then be able to form a proposition that suits these individuals. READ MORE

4. 43. The effect of SMMA on Purchase Intention through the mediator Brand Image : A quantitative study in the Swedish electronic industry

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Pontus Holm; Max Banfalvi; [2021]
   Keywords : E-commerce; Social Media Marketing Activities; Brand Image; Purchase Intention; Social Media.;

   Abstract : Background: Due to the digital era and a constant increase in social media usage, new ways to interact with customers can be done through adopting Social Media Marketing Activities (SMMA). The concept SMMA is constituted by the five dimensions ‘Entertainment’, ‘Interaction’, ‘Trendiness’, ‘Customization’ and ‘Word-of-mouth’. READ MORE

5. 44. Boycotting, buycotting or doing nothing : A quantitative study of corporate reputation in relation to political consumerism

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Hannah Kyller; Hedvig Thorson; [2021]
   Keywords : Political Consumerism; Corporate Brand Reputation; Corporate Social Responsibility; Employer Branding; Corporate Image; Corporate Crisis;

   Abstract : Background: In previous years, Swedish company Na-kd has been promoted in the media due to allegations of poor working conditions. While this has potentially taken a hit on the company’s reputation, studying the relationship between corporate actions and perceptions of the public has been neglected. READ MORE

6. 45. Brands relationships: Exploring the Secret Brand Relationship

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Casper Tönning; Chia-Yin Liu; Ayelen Rojas Alvarez; [2021]
   Keywords : Secret brand relationships; Consumer embarrassment; Brand relationship; Sensitive products; Taboo marketing.; Business and Economics;

   Abstract : Abstract Purpose: The purpose of this paper is to conceptualize and investigate those relationships that occur when customers feel embarrassed of their buying behaviour. Methodology: A qualitative research method has been chosen to conduct this research. Primary data has been collected through two focus groups and three interviews. READ MORE