Essays about: "brand war"

Showing result 6 - 10 of 24 essays containing the words brand war.

  1. 6. ‘Living the Brand’ : A Qualitative Study on how Swedish Startups should Implement Employer Branding to the Core of their Business to Attract and Retain Top Talent

    University essay from Jönköping University

    Author : Lovisa Karlsson; Marielle Kaminsky; Frida Svedberg Isaksson; [2020]
    Keywords : ;

    Abstract : Abstract   Background: In today’s talent-driven marketplace, money is no longer a top priority. Instead, it is a company’s reputation - its employer brand - that speaks volumes to the current and potential workforce. READ MORE

  3. 7. “Milk is milk” versus “Ditch milk” : A case study of consumers’ attitudes towards brands involved in brand rivalry

    University essay from Högskolan Kristianstad/Fakulteten för ekonomi

    Author : Pernilla Lerberg; Kajsa Nilsson; [2020]
    Keywords : Consumer attitudes; brand rivalry; public conflict; buzz marketing; brand; word-of-mouth;

    Abstract : For the last five years, Sweden has seen a quite remarkable milk war between the traditional Arla serving dairy products and the innovative Oatly offering vegan milk substitutes. The purpose of this thesis was to investigate how consumers’ attitudes are affected by firms’ involvement in brand rivalry, where the conflict between Arla and Oatly served as a case. READ MORE

  4. 8. The Perceived Innovativeness of Employer Brands - A Qualitative Investigation of the Meaning, Sources, and Role of Employer Brands’ Innovativeness from the Perspective of Talents

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Jan Niklas Glanzmann; Karl Moberg; [2020]
    Keywords : Perceived Innovativeness; War for Talents; Employer Brand Management; Brand Knowledge; Brand Stimuli; Business and Economics;

    Abstract : The purpose of the thesis is to explore and understand the meaning, sources, and role of brands’ perceived innovativeness to talents due to the proposed importance of the attribute within the so-called war for talents as well as contemporary theoretical and practical discourse. In accordance with the relativistic and interpretivist stance taken, a qualitative methodology is adapted through the utilization of semi-structured interviews and the application of an abductive research approach. READ MORE

  5. 9. War for Talent in the Era of Employer Branding : Exploring how Swedish banks manage their Employer Brand in order to attract and retain the talents of Generation Y

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Jesper Nilsson; Joel Gustafsson; Simon Ulriksson; [2019]
    Keywords : Employer Branding; Swedish Banking Industry; Generation Y; Millennials; Recruitment; Employer Brand; Employer Attractiveness; Corporate Social Responsibility;

    Abstract : Background: Concurrently, as the importance of Employer Branding has increased over the past decades, Swedish banks have reached an all-time low customer satisfaction and suffer from a lack of trust. The latest entrants to the workforce, Generation Y, have shown unique demands and wants from their employer, where they generally value working for a company contributing to society. READ MORE

  6. 10. 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