Essays about: "online brand equity"

Showing result 21 - 25 of 40 essays containing the words online brand equity.

1. 21. The Effects of Brand-Context Congruence

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Weronika Bojanowicz; Johanna Hagberg; [2017]
   Keywords : customer-based brand equity; brand equity; digital marketing; brand-context congruence; brand image; targeted advertising; perceived quality; brand associations; brand esteem; brand acceptability; overall attitude; symbolic brand; functional brand; Business and Economics;

   Abstract : The purpose of this study is to examine if brand-context congruence has an effect on customer-based brand equity and whether brand image impacts this relationship. The relationship between an ad and the surrounding context, so called context congruence, has gained a lot of attention. READ MORE

3. 22. How do Swedish football fans perceive the Bundesliga? : A quantitative study examining the Brand Equity and the Brand Interest of the Bundesliga in Sweden.

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Torben Rudnick; Dasaret Vllasalija; [2017]
   Keywords : Brand Equity; Brand Interest; Bundesliga; Sports Marketing; Football; Brand Equity of a Football League; Football Marketing.;

   Abstract : Background: Nowadays, football is much more than just a sport. In fact, football is a global industry contributing to many countries’ economic and social wealth. Football leagues are deeply involved in globalization processes and follow international marketing strategies while aiming for growth in foreign markets. READ MORE

4. 23. From Print to Social: Does the Choice of Media have an Impact on the Brand Building Process?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Gustav Silvegren; Lukas Morinder; [2016]
   Keywords : Brand Equity; Customer-Based Brand Equity; Brand Personality; New Media; Traditional Media; Social Media; Print Media; Newspaper; Facebook; Business and Economics;

   Abstract : Purpose: Based upon previous theories on customer-based brand equity, this study investigates whether the usage of either print or social media have relatively stronger impact upon the brand building components; brand awareness, emotional and functional brand image, willingness to pay a price premium and purchase intention. Methodology and Empirical Evidence: Perceptions on fictional advertisements were collected from a total of 493 respondents. READ MORE

5. 24. Brand Equity for E-recruitment companies : A quantitative research on individuals´ intention to use e-recruitment websites

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Mathias Guselin; Sebastian Johansson; Joakim Jörgensen; [2016]
   Keywords : Brand equity; e-recruitment; brand awareness; brand association; perceived quality; brand loyalty;

   Abstract : Background: Internet has brought radical changes in the recruitment industry where individuals are increasingly turning to the Internet when seeking jobs. The increased use of e-recruitment is partly because it is considered to be the most effective way to reach the target group of applicants, and partly because of the cost savings and competitive pressure in the market. READ MORE

6. 25. Real-time marketing effects on brand in social media

   University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

   Author : Therese Bengtsson; Daniel Håkansson; [2015]
   Keywords : RTM; newsjacking; brand equity; brand awareness; content; engagemen;

   Abstract : Purpose: The purpose of this research is to investigate whether RTM-advertising is a more effective and attractive way of creating social media content compared to traditional social media marketing, and if so, provide insights on what makes it successful. The objective is also to get a greater understanding if such real-time marketing may affect the consumers’ perception of a brand due to the lack of time to consider the content of the marketing message. READ MORE