Essays about: "global and local brands"

Showing result 1 - 5 of 20 essays containing the words global and local brands.

  1. 1. A Study on the Impact of Perceived Brand Globalness(PBG) on Purchase Intention : From the Perspective of Consumer Culture

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Junjie Gu; Shengming Qi; Yanchen Li; [2022]
    Keywords : perceived brand globalness; perceived functional benefits; perceived symbolic benefits; purchase intention;

    Abstract : Background: Globalization and the aggravation of world economic integration make lots of overseas enterprises enter the Chinese market and win the market share by integrating Chinese elements into their brand names, logos, advertisements, and products. Therefore, what should local brands do to gain market share? Purpose: The main purpose of this study is to investigate the different effects of local Chinese brands with global, foreign, or local elements on consumers' perceived brand globalness, perceived functional benefits, perceived symbolic benefits, and purchase intentions. READ MORE

  3. 2. Internationalization and its role in the utilization of Influencer Marketing within Business

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Author : Victoria Näsberg; [2021]
    Keywords : internationalization; e-marketing; uppsala model; social network theory; standardization; adaptation; eWOM; network co-production model; social media; influencer; influencer marketing; mccracken s meaning transfer model; source credibility model; networks;

    Abstract : The growth within internationalization has changed the world at a rapid pace, with businesses expanding into foreign markets on a daily basis. Similarly, to the growth within internationalization, social media has changed how marketing activities are conducted throughout the world. READ MORE

  4. 3. Carbon footprint and energy use of transport in the supply chain of pulses for Swedish human consumption

    University essay from SLU/Dept. of Energy and Technology

    Author : Emelie Sundin; [2020]
    Keywords : transport; pulses; carbon footprint; energy use;

    Abstract : Transport play a key role in the global economy. Through international trade characterized by large scale, long distances and complex distribution systems, consumers have access to a wide range of products from all over the world. READ MORE

  5. 4. Destination branding through local food products: The case of Südtirol / Alto Adige

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Edoardo Macelloni; Florian Felder; [2020]
    Keywords : Destination branding; food tourism; inverse country of origin; stakeholder collaboration; Südtirol Alto Adige; Business and Economics;

    Abstract : Title: Destination branding through local food products: The case of Südtirol / Alto Adige Date of the Seminar: 4th of June 2020 Course: BUSN39 Degree Project in Global Marketing Authors: Florian Felder & Edoardo Macelloni Supervisor: Tommy Shih Keywords: Destination branding, food tourism, inverse country of origin, stakeholder collaboration, Südtirol / Alto Adige Thesis purpose: The purpose of this thesis is to investigate the relationship between local food products and destinations. More specifically, this thesis aims to research how local food is used as a differentiating tool in destination branding. READ MORE

  6. 5. Shaping the Climate Action trajectory within the Fashion Industry : a case study of a Small Medium Sized Enterprise

    University essay from Uppsala universitet/Naturresurser och hållbar utveckling

    Author : Marta Karen Kristjónsdóttir; [2019]
    Keywords : Sustainable Development; Paris Agreement; Climate Change; Climate Action Plans; Apparel industry; Value Chain Analysis VCA ; Life Cycle Assessment LCA ; Sustainable Global Value Chain SGVC ; Decarbonisation pathway; Fashion Industry Charter for Climate Action; UNFCCC; Pre-competitive; Collaboration; Traceability; Transparency; Multi-Stakeholder Agreements;

    Abstract : The apparel and footwear industry’s contribution to global greenhouse gas (GHG) emissions is one of the fifth largest per industry, equal to that of livestock, after electricity and heat, oil and gas, agriculture, and transportation (Ellen MacArthur Foundation, 2017). For industry-wide emissions reduction, investing in renewable energy and energy efficiency programs across highest impacting life cycle phases offer the most effective solution. READ MORE