Essays about: "no brand strategy"

Showing result 1 - 5 of 71 essays containing the words no brand strategy.

1. 1. Viral Attraction: Incongruency in Job Adverts on Social Media

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Sofia Zetterberg; Joel Söderholm; [2024]
   Keywords : Viral Marketing; Incongruency; Employer Attractiveness; Social Media; Students;

   Abstract : Organizations are facing increasing challenges when it comes to securing talent. Harsh competition and a young generation more inclined to bargain means more activities to stand out and become an attractive employer. READ MORE

3. 2. ESG Scores as Social Ethicality Motivators

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Annika Ebert; Isabella Larsson; [2023]
   Keywords : ESG Responsiveness; Russia-Ukraine War; Divestment Strategy; Brand Management; MNCs; Business and Economics;

   Abstract : Relating to the ongoing discussion surrounding criticism and support for ESG scores, the purpose of this paper anchors itself in providing comprehensive, empirical evidence regarding the responsiveness of ESG scores to firm actions. The different strategic choices of multinational firms, resulting from political and stakeholder pressure, were to either fully withdraw, suspend or continue operations in Russia in light of the Russia-Ukraine war. READ MORE

4. 3. Bringing Brands to Life: A study on the impact of brand anthropomorphism and personalization on advertisement attitudes in a social media context

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Sofia Alm; Rebecca Åbom; [2023]
   Keywords : Brand Anthropomorphism; Personalization; Privacy Concerns; Brand Trust; Advertisement Attitudes;

   Abstract : Brand anthropomorphism is a frequently used marketing strategy to enhance a brand's humanlike features and characteristics. Businesses use brand anthropomorphism to increase their brands' appeal, likeability, and memorability for consumers. READ MORE

5. 4. From cheap to chic: a quantitative study on using comparative transparency as a tool for brand attribute upgrading

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Adrian Brännstam; Simon Eliasson; [2023]
   Keywords : Brand alliances; Business Transparency; Comparative Advertising; Brand- and Product Quality Perceptions; Brand Attribute Upgrading;

   Abstract : This thesis constitutes the first attempt to investigate the concept of comparative transparency, a novel type of brand alliance, inspired by comparative advertising and enabled by the growing trend of business transparency in the apparel industry. Broadly, the present study is designed to investigate whether a weak brand can capitalize on the positive attributes of a strong brand merely by being presented as having common manufacturers in an online retailing context. READ MORE

6. 5. I don't want your apology

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Amanda Stenberg; Clara Carlberg; [2023]
   Keywords : Transgression; Social Media Influencer; Endorsing brands; Response strategy; Mortification strategy;

   Abstract : Social media influencer (SMI) transgressions when endorsing brands have become a current topic and various SMI-related scandals have gained massive media coverage in the past decade. SMIs themselves face backlash and a damaged personal brand image and the endorsing brands express either support or dissociation, through termination of contracts with the endorsed influencer. READ MORE