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Showing result 11 - 15 of 23 essays matching the above criteria.

1. 11. A framework for generating loyalty in the alcohol industry: a case study of Heineken and Budweiser

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Peter Moane; Vladislav Galkin; Alessandro Solmi; [2020]
   Keywords : Brand loyalty; brand awareness; brand personality; physical attributes; perceived quality; alcohol industry; Business and Economics;

   Abstract : Purpose: The purpose of this study is trying to understand which elements are essential to obtain loyalty in the alcoholic beverage industry and how companies can focus their branding efforts on these drivers of loyalty. Methodology: A literature review is conducted to identify the key drivers which can influence brand loyalty. READ MORE

3. 12. The Role of Paid and Earned Social Media on Consumer Behavior for Apparel Brands in China’s Market

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Mickus Aurimas; Zhou Pengshuo; Guo Xiang; [2020]
   Keywords : Advertising marketing; Influencer marketing; Word-of-Mouth marketing; Brand loyalty; Brand awareness; Purchasing intention;

   Abstract : Social media marketing is gradually replacing traditional marketing and becoming the primary marketing strategy for businesses. Paid and earned media have emerged as two major social media marketing forms that are important in business development research. READ MORE

4. 13. The Role of Online Brand Community and Social Networks in Corporate Brand Development: A focus on the machinery equipment industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Jiewen Cheng; Maria Contreras; Thuy Duong Nghiem; [2019]
   Keywords : B2B companies; Online brand community; Social networks; Relationship marketing; Corporate brand building; Business and Economics;

   Abstract : Purpose – This paper aims to explore online brand communities on social media platforms, built by B2B companies in the machinery equipment industry, and how these virtual spaces can contribute to relationship marketing and corporate brand building. Design/methodology/approach – The paper adopts both literature review and a multiple case study approach of two companies, Caterpillar and John Deere, in order to provide in-depth understanding and new insights. READ MORE

5. 14. Social media marketing in B2B : Can customer engagement help increase brand awareness? A Mixed Methods Study

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Husam Imran Mousa; Asem Al Daghstani; Mohammad Rastegari; [2019]
   Keywords : Brand Awareness; Business Communication; Business-to-Business B2B ; Customer Engagement; Social Media; Social Media Marketing;

   Abstract : As social media platforms are increasingly becoming more popular and a part of everyday life, Business-to-Business (B2B) marketers from different industries are realizing social media’s potential for achieving marketing purposes. However, scientific literature regarding social media usage in B2B contexts is still filled with gaps in knowledge; especially when compared to literature about social media usage in Business-to-Customer (B2C) contexts. READ MORE

6. 15. Social media marketing in B2B : Can customer engagement help increase brand awareness? A Mixed Methods Study

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Asem Al Daghstani; Husam Imran Mousa; Mohammad Rastegari; [2019]
   Keywords : Brand Awareness; Business Communication; Business-to-Business B2B ; Customer Engagement; Social Media; Social Media Marketing;

   Abstract : As social media platforms are increasingly becoming more popular and a part of everyday life, Business-to-Business (B2B) marketers from different industries are realizing social media’s potential for achieving marketing purposes. However, scientific literature regarding social media usage in B2B contexts is still filled with gaps in knowledge; especially when compared to literature about social media usage in Business-to-Customer (B2C) contexts. READ MORE