Essays about: "marketing crisis communication"

Showing result 21 - 25 of 29 essays containing the words marketing crisis communication.

1. 21. The Country of Ownership Paradox

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Nora Varga; Fengge Zhao; [2016]
   Keywords : Premium Brand; Country of Brand; Country of Ownership; Country of Origin; Automobiles; Developing Countries; Brand Image; Consumer Perception; Business and Economics;

   Abstract : Purpose: The purpose of the thesis is to explore how the ownership transfer from a developed country to a developing country influences consumers’ perception of the brand. Design/methodology/approach: After the extensive review of the literature about the concept of country of origin and brand image, three premium automobile brand acquisition cases (Jaguar, Land Rover and Volvo) were investigated. READ MORE

3. 22. The Not So Green Mile : Greenwashing’s effect on brand image when moderated by customer loyalty, using Volkswagen as a case study

   University essay from Högskolan Kristianstad/Sektionen för hälsa och samhälle

   Author : Oliver Blennborn; Carl-Johan Hallström; [2016]
   Keywords : Greenwashing; brand image; brand attitude; symbolic brand value; customer loyalty; marketing communication; Volkswagen.;

   Abstract : Our planet is facing an environmental crisis in form of an ongoing increase in temperature caused by greenhouse gas emissions generated by humans. Volkswagen was recently proven guilty of greenwashing, claiming to be environmental friendly when in fact conducting poor environmental performance, causing society to react. READ MORE

4. 23. Relationships between internal suppliers and internal buyers in industrial markets : A multiple case study of an international corporation

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Jenni Luhtio; [2015]
   Keywords : Interorganizational relationships; internal supplier; internal buyer; industrial market; interorganizational dependency; relationship marketing; relationship management; cooperation; communication; trust; commitment; interaction approach;

   Abstract : The purpose of the thesis is to examine how relationships between internal suppliers and internal buyers that are a part of the same international corporation are managed and maintained in an industrial market. In order to fulfill the purpose, a multiple case study of Atea, a Scandinavian IT infrastructure provider, is applied. READ MORE

5. 24. Social Media Communication during a Corporate Brand Crisis: The Case of Findus

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Miriam Ipsen; Malin Jönsson; [2013]
   Keywords : Social media; Crisis Management; Corporate Branding; Reputation and Reputational Corporate Brand Crisis; Business and Economics;

   Abstract : The purpose of the research is to explore how social media can be used in order to handle a corporate brand crisis and to analyze how consumers respond to and reason regarding crisis communication in social media. The study is conducted with a qualitative case study approach. READ MORE

6. 25. How is Internal Communication used during the economic crisis in Spain 2013? -  A multiple case study.

   University essay from Sektionen för ekonomi och teknik (SET)

   Author : Jonnathan Mejia; Aryan Karim; [2013]
   Keywords : Internal marketing; internal communication; Spain 2013; Seville; Recession in spain;

   Abstract : Internal communication is very important in organizations as it has many advantages. Communicators such as marketers should have an internal market in mind and not just the external as it could be a key to success. READ MORE