Essays about: "branding and purchasing decision"

Showing result 1 - 5 of 6 essays containing the words branding and purchasing decision.

  1. 1. Beyond the logo: the role of branding in B2B services : A case study on the perceptions of the influence of branding in the purchase of recruitment services

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Simone Johansson; Alva Thiel; Jennie Wallin; [2023]
    Keywords : B2B buying behaviour; Branding; Service industry; Service branding;

    Abstract : Background: In the last decade, digitalisation and globalisation have intensified competition and customer power, making price and quality minimum requirements rather than differentiators. As a result, branding has become crucial in the B2B context for creating competitive advantage and customer loyalty. READ MORE

  3. 2. Building Brand Equity in B2B Service Industry : Examination of the Servbrand Framework in Logistics Industry

    University essay from Karlstads universitet/Handelshögskolan (from 2013)

    Author : Oğuzhan Bilgili; Dilara Fulya Egesoy; [2021]
    Keywords : brand equity; logistics branding; industrial branding; service branding;

    Abstract : This study investigates a debatable subject of branding; building brand equity in industrial service markets, particularly within the logistics service industry. The extant literature provided many brand equity models, the brand resonance pyramid being the most predominant one. READ MORE

  4. 3. Green Brand Equity in industrial B2B markets : A cross-sectional study of Sandvik Coromant’s customers

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Maria Beckman; [2019]
    Keywords : Green Brand Equity; B2B brand management; environmental management; sustainability; B2B branding; purchase decision making processes; B2B purchasing;

    Abstract : The concept of Green Brand Equity is based on the assumption that customers will be more favorable towards a firm's brand when the firm provides products and services that satisfy the customers' environmental needs. While environmental and brand management have been researched thoroughly in business-to-consumer (B2C) markets, similar research inbusiness-to-business (B2B) contexts is still scarce. READ MORE

  5. 4. Do consumers give Fairtrade a fair chance in the supermarket?

    University essay from Umeå universitet/Företagsekonomi

    Author : Rasmus Nilsson; Robin Eckerblad; [2014]
    Keywords : Fairtrade; Branding; CSR; ethical products; Fairtrade products; consumer behavior; purchase decision;

    Abstract : How often have you walked around in the supermarket trying to decide what product by which brand to choose? The options are many. Some people look for the price tag while others are more influenced by the esthetic appeals of the packaging design. Some people might look for ethical or environmental aspects of the brand. READ MORE

  6. 5. Influence of Brand Name on Consumer Decision

    University essay from Handelshögskolan vid Umeå universitet

    Author : Tanveer Hasan; [2008]
    Keywords : Branding; Brand Equity; Emotional Branding; Consumer Decision making; ;

    Abstract : In the present developing and modern day world, consumerism has dominated all the aspects of life. The life in the society follows the pattern of the capitalist culture where the human values have a different measure, ‘you are known by what you have not by what you are’. READ MORE