Essays about: "branding and retail marketing"

Showing result 6 - 10 of 19 essays containing the words branding and retail marketing.

  1. 6. Antecedents and Outcomes of Brand Love : A qualitative study within the Swedish clothing industry.

    University essay from Umeå universitet/Företagsekonomi

    Author : Malin Skoog; Mathilda Söderström; [2015]
    Keywords : congruence; brand love; brand management; brand identity; brand image; brand loyalty; brand commitment; emotional branding;

    Abstract : Within brand management research, brand love has been an increasingly popular research subject. Both antecedents and outcomes of brand love were noticed to comprise a large part of previous research. The main purpose of this study is to develop a deeper understanding of the antecedents and outcomes of brand love. READ MORE

  3. 7. Keeping it Real while Selling Out : How to increase Customer-Based Brand Equity by utilizing Brand Authenticity

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Elinor Edberg; Oscar Sivertzen; [2015]
    Keywords : Consumer Marketing; Perceived Brand Authenticity; Customer-Based Brand Equity; Continuity; Originality; Trustworthiness; Genuineness; Heritage; Symbolism; Retail Clothing Industry;

    Abstract : Previous research has proven that perceived Brand Authenticity functions as a differentiator, which brands can use to stand out in today’s marketplace. However, few studies have investigated whether it is possible for brands to become more profitable by utilizing their authenticity. READ MORE

  4. 8. Re-Branding "Reefer": The Effects of Branding on Consumer Attitudes Towards Legal Cannabis

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : David Olson; [2014]
    Keywords : cannabis; branding; consumer attitudes; emerging markets; market shaping;

    Abstract : Legal cannabis markets have begun rapidly emerging around the world and the trend seems poised to continue spreading. But even after the fight for legalization has been won, there awaits an entirely new battle for actors in the cannabis market: undoing the decades of stigma, stereotypes, and controversy surrounding the world's most valuable cash crop. READ MORE

  5. 9. A Fair Chance to Know It’s Fair : A study of online communication within the field of Fair Trade consumption

    University essay from Företagsekonomi

    Author : Sara Blomberg; Maria Busck; [2013]
    Keywords : Fair Trade consumption; Fair Trade; Fairtrade; ethical consumerism; qualitative content analysis; Facebook communication;

    Abstract : The rise of ethical consumerism has contributed to that organisations increasingly include CSR policies in their business and marketing strategies. Consumers want to make more ethically based purchasing decisions, and are guided by organisations’ ethical claims and by product labels. READ MORE

  6. 10. "My Heart Belongs To Telenor"

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Daniel Isaksson; Caroline Isaksson; [2013]
    Keywords : Marketing; HR; Internal marketing; Internal Branding; Employee Branding; Retail; Business and Economics;

    Abstract : A case study of the employee branding process, focusing mainly on the viewpoint of retail employees. The study was done at Telenor Sverige AB, one of Sweden's major mobile network operators... READ MORE