Essays about: "leveraging secondary associations"

Found 2 essays containing the words leveraging secondary associations.

1. 1. How specialist firms sustain on a niche in aconcentrated industry. : A case-study of Belgian Craft-Breweries.

   University essay from

   Author : Sébastien Dessaucy; Daniel Steinwandter Wippel; [2019]
   Keywords : Resource Partitioning; Niche Marketing; Coopetition; Niche Firms; Branding; Entrepreneurship; Entrepreneurial Marketing; Microbreweries; Craft beer.;

   Abstract : Purpose – The purpose of this thesis is to understand how specialist firms develop in a concentrated industry by analyzing how microbreweries develop and operate on the Belgian market. Then, the literature reviewed used to build the theoretical foundation of this work is centered around the Resource Partitioning Theory and Niche Marketing Theory to explain this phenomenon. READ MORE

3. 2. Spraying a New Trend : Exploring Branding Strategies Through the Volvo LifePaint Campaign

   University essay from Högskolan i Jönköping/Internationella Handelshögskolan

   Author : Viktoria Hansson; Maria Karlsson; Albin Larsson; [2016]
   Keywords : Branding; Customer-based brand equity; leveraging secondary associations;

   Abstract : Background: The authors tentatively believe they have identified a new trend within branding, where an established brand launches a new and innovative product that is somehow related to the brand’s core values, interactively through a complementary marketing communication video. Support for the relevance to further investigate the identified trend can be found in academic literature. READ MORE