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Showing result 1 - 5 of 6 essays matching the above criteria.

  1. 1. The Impact of Sustainability Terminologies of Swedish Manufacturing Companies on Consumer Perception : A Mono-Method Quantitative Study

    University essay from Umeå universitet/Företagsekonomi

    Author : Sarafat Hossain; Liana Hakobyan; [2022]
    Keywords : sustainability terminologies; branding; brand messaging; manufacturing; sustainable manufacturing; customer perception; Sweden;

    Abstract : Sustainability has fast evolved in business practices, and yet its meaning is often elusive and ambiguous. The component of sustainability is playing an important role in the company’s brand positioning. The popularity and the importance of sustainability in business operations and business representation are still rapidly growing. READ MORE

  3. 2. Positioning of online betting services : A case study of finding the gap between companies’ view versus customers’ view

    University essay from KTH/Industriell marknadsföring

    Author : PAWEL BONIECKI; [2016]
    Keywords : online betting; branding; brand positioning; online; text mining; football; price war; reviews.; online betting; märkesprofilering; varumärkespositionering; online; text mining;

    Abstract : Under det senaste decenniet har informationsteknologin utvecklats explosionartat. Införandet av smartphones och surfplattor som alltid är anslutna till Internet har förändrat vårt sätt att "konsumera" den. Allt detta ledde till digitaliseringen av betting tjänster och flytten till Internet. READ MORE

  4. 3. A study assessing the relationship between ingredient branding and purchasing intention within a service environment

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Ronny Huynh; Mandus Olsson; [2015]
    Keywords : Ingredient branding; B2B branding; B2C branding; brand knowledge; brand awareness; brand image; purchase intention; service sector.;

    Abstract : Branding can be utilized to build profitable customer relationships and to differentiate companies in a competitive market. In the vast expanding growth of companies’ competitiveness on the marketplace, there have been increases of attention towards the concept of ingredient branding. READ MORE

  5. 4. The Relationship Between Internal Branding and Affective Commitment

    University essay from Ekonomihögskolan, ELNU

    Author : Daniel Almgren; Peter Ek; Oliver Göransson; [2012]
    Keywords : internal branding; commitment; affective commitment; retail; service industry; on-brand behavior; organizational commitment; brand commitment; branding; customer contact employee;

    Abstract : Service firms increasingly need to rely on other attributes than traditional quality and performance of their service employees to become and stay truly competitive. Strong brands are essential for differentiation in today's marketplace and it becomes naturally important to align the customer contact employees with the company brand to ensure consistency in all communication externally. READ MORE

  6. 5. Employee Rebranding : The case of Vivacom

    University essay from IHH, Marketing and Logistics

    Author : Denitsa Velikova; Georgina Todorova; [2012]
    Keywords : Corporate branding; corporate rebranding; employee branding; employee resistance; internal communication; internal marketing; psychological contract; service branding;

    Abstract : Problem: Rebranding in the services is a recent trend, which brings focus to the impor-tance of the employees in this process. Their attitudes, perceptions and views need to be considered by the management when creating the internal communication strategy related to the rebranding in order to direct the employees to the desired brand image. READ MORE