Essays about: "launching a brand"

Showing result 1 - 5 of 18 essays containing the words launching a brand.

1. 1. Beyond the Target Market : Investigating the Impact of Brand Activism on Brand Authenticity and Attitude in Non-Targeted Markets

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

   Author : Tomke D'Souza; [2023]
   Keywords : Brand Activism; Brand Authenticity; Brand Attitude; Hyperconnectivity; Non-Target Markets;

   Abstract : Nowadays, people around the world are connected through social networks. This hyperconnectivity implies that companies need to think about the perceptions and opinions of consumers who were not directly targeted by a campaign. READ MORE

3. 2. ALL BARK NO BITE? An explorative case study of BrewDog's Corporate Political Advocacy campaign

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Olivia Dinér; Alice Sävman; [2023]
   Keywords : Corporate Political Advocacy; Authenticity; Woke-washing; Entrepreneurial Leadership; CEO Activism; Challenger Brand; BrewDog; Social Sciences;

   Abstract : In times of political divisiveness, Corporate Political Advocacy (CPA) has emerged as a commonly used communication strategy whereby brands voice support for socio-political issues. Despite its increasing prominence, research of CPA in the field of strategic communication is scarce. READ MORE

4. 3. Incumbent Brand on Purchase Intention of Disruptive Innovations: A Study on the Effects of Brand Image and Sub-Brand Strategy for Electric Motorcycles

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Tiziano Filippini; Nicola Campagna Foglietta; [2020]
   Keywords : Disruptive Innovation; Brand Image; Sub-Brand Strategy; Purchase Intention; Electric Motorcycles; Business and Economics;

   Abstract : The purpose of this study is to investigate the relationship between the brand image of an incumbent manufacturer and the purchase intention for a brand extension characterized by a disruptive innovation, and to assess the effects of a sub-brand strategy. This study involves inferential survey research with a conclusive and descriptive nature. READ MORE

5. 4. The Green Marketing Mix and its influence on organic (green) food consumption : A study from the food retailer perspective

   University essay from Mittuniversitetet/Institutionen för ekonomi, geografi, juridik och turism

   Author : Gessica Aguirre Plasencia; [2019]
   Keywords : green marketing mix; green product; green price; green place; organic food consumption; green consumers; non-green consumers.;

   Abstract : This thesis seeks to address the topic of how the leading Swedish food retailers applied the 4 Ps of the green marketing mix (product, price, promotion, place) when offering organic food. Firstly, the food retailers segment all the consumers in different categories, but the green consumer is not one of them. READ MORE

6. 5. Cross-culture study of the use of social media in Sweden and China

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Kaiqi Feng; Qiuhang He; Ang Li; [2015]
   Keywords : social media; consumer behavior; launching a brand;

   Abstract : .... READ MORE