Essays about: "branding b2b"

Showing result 11 - 15 of 47 essays containing the words branding b2b.

1. 11. Under Pressure - Tensions in the acquiring firms' corporate brand identity

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Anna-Maria Ostermann; Emma Impeciati; [2020]
   Keywords : Corporate Brand Identity; Merger and Acquisition; Integration; B2B Branding; Tensions; Business and Economics;

   Abstract : Thesis Purpose: The purpose is to explore post-acquisition tensions in a B2B firm's corporate brand identity to better understand why tensions emerge, what effect those tensions have, and lastly, how these tensions may be dealt with, if at all. Methodology: A qualitative multiple case study based on four companies with a constructionist and inductive approach has been executed in this thesis. READ MORE

3. 12. Does the front door match the backdoor? : A single case study on how employee turnover affects the level of engagement & investment in EVP touchpoints: pre-, on-, and off-boarding

   University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

   Author : Irma Dedic; Mobina Zavaher; [2020]
   Keywords : Employer Branding; EVP; Preboarding; Onboarding; Offboarding; Employee experience; Organizational Socialization; Turnover;

   Abstract : Research questions: In particular, how does employee turnover relate to the level of engagement and investment during the EVP touchpoints: preboarding, onboarding, offboarding? Purpose & Aim: The purpose is to explore the relationship between the level of employee turnover and the level of engagement in the EVP: preboarding, onboarding, and offboarding.  Method: A qualitative approach was chosen for the thesis, which was conducted through seven semi-structured interviews. READ MORE

4. 13. Internationalization: A Look Into How Content Creation is Able to Create Brand Awareness When Entering New International Markets

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Elias Killander; Anton Ehn; Joshua Steinlechner; [2020]
   Keywords : B2B; Market Entry Strategy; Digital Content Marketing; International Companies; Relational Market Entry Strategy; Digital Market Entry Strategy; Brand Awareness;

   Abstract : A large number of changes in the world of business has led to increased attention directed towards business-to-business (B2B) branding. Companies have gradually shifted their marketing efforts to the Internet and social media in order to create brand awareness when entering new international markets. READ MORE

5. 14. Podcasting as a Digital Content Marketing Tool within B2B : A qualitative case study exploring why and how Swedish B2B companies use podcasts as a marketing tool

   University essay from Linköpings universitet/Företagsekonomi

   Author : Arvid Lögdberg; Oscar Wahlqvist; [2020]
   Keywords : Podcast marketing; marketing communication; content marketing; business to business marketing;

   Abstract : Purpose The purpose of this thesis is to explore why and how B2B-companies use podcasts as a marketing tool and evaluate how it canfunction together with other marketing strategies. Problematization Digital content marketing is an increasingly popular marketingstrategy within B2B. READ MORE

6. 15. 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