Essays about: "thesis title in branding"

Showing result 1 - 5 of 32 essays containing the words thesis title in branding.

1. 1. The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Camille Buob; Sebastian Franzén; [2023]
   Keywords : Business and Economics;

   Abstract : Title: The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories Date of the Seminar: 2nd June 2023 Course: BUSN39 – Degree in Global Marketing – Master Lever Authors: Camille Buob and Sebastian Franzén Supervisor: Burak Tunca Keywords: Product Category, Brand Type, Private Labels, National Brands, Consumer Perceptions Thesis Purpose: The aims of the thesis were (1) to investigate the effect of product categories on the perceptions of relative price, quality, risk, and value and (2) to test a moderation effect of brand types (Private Label or National Brand) on the relationships between the product category and the different perceptions. Methodology: A study was conducted with four different products that were representative of two different product categories - food and household, and within each product category different types of brands were selected - private label and national brand. READ MORE

3. 2. The Implementation of a Sustainable Corporate Brand: How to Implement a Sustainable Corporate Brand by the Management of a Retail Organization Through Rebranding

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Julie Melchior Eide; Henriette Grønlund Christensen; [2023]
   Keywords : Sustainability; corporate branding; corporate rebranding; internal corporate rebranding; strategy as practise; sustainable corporate brands; Business and Economics;

   Abstract : Title: The Implementation of a Sustainable Corporate Brand: How to Implement a Sustainable Corporate Brand by Management of a Retail Organization Through Rebranding Date of the Seminar: 2nd of June 2023 Course: BUSN39 Degree Project in Global Marketing Authors: Henriette Grønlund Christensen and Julie Melchior Eide Supervisor: Veronika Tarnovskaya Keywords: Sustainability, corporate branding, corporate rebranding, internal corporate rebranding, strategy as practise, sustainable corporate brands Purpose: The purpose of this thesis is to understand how a sustainable corporate brand is implemented by management of a retail organization through rebranding. Therefore, the thesis relates corporate rebranding to sustainability with the aim to understand the process from going from a corporate brand to a sustainable corporate brand. READ MORE

4. 3. A Guilt-free Guilty Pleasure - A Qualitative Study of Consumers’ Process of Coping with the Tension between Health and Hedonism

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Y Nhi Do; Georgia Kakaletri; [2023]
   Keywords : Guilt-free Narratives; Healthism; Hedonic Food Consumption; Sensemaking; Cultural Branding; Identity; Business and Economics;

   Abstract : Title: A Guilt-free Guilty Pleasure: A Qualitative Study of Consumers’ Process of Coping with the Tension between Health and Hedonism Course: BUSN39 - Degree Project in Global Marketing Authors: Y Nhi Do & Georgia Kakaletri Keywords: Guilt-free Narratives, Healthism, Hedonic Food Consumption, Sensemaking, Cultural Branding, Identity Purpose: The purpose of this thesis is to explore the way consumers make sense of guilt-free narratives in the case of hedonic food consumption and how they cope with the tension between healthism-hedonism. Background: Most relevant studies in the field of food and health focus on psychological motives, and mainly follow a quantitative methodology, which lacks an in-depth analysis of the topic. READ MORE

5. 4. Consistency in Constant Change : A Sensemaking Perspective to Uncover How Marketers Justify Budget for Branding Activities

   University essay from Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

   Author : Karin Karlsson; Lamei Tang; [2021]
   Keywords : Branding activities; wicked problem; sensemaking; decision-making input; decision-making output;

   Abstract : Title: Consistency in Constant Change: A Sensemaking Perspective to Uncover How Marketers Justify Budget for Branding Activities. Background: Branding activities are part of marketers’ everyday work life and have increased in organisational importance of how marketing is conducted. READ MORE

6. 5. Shaping Vegan and Sustainable Consumption: A Case Study on Maria Nila

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Ninette Hansson; Vanille Cousyn Johansson; [2021]
   Keywords : Vegan consumption; sustainable consumption; ideologies; myths; consumer responsibilization; cultural branding; Business and Economics;

   Abstract : Title: Constructing Vegan and Sustainable Consumption Date of the Seminar: 2021-06-04 Course: BUSN39 Degree Project in Global Marketing Authors: Ninette Hansson and Vanille Cousyn Johansson Supervisor: Sofia Ulver and Hossain Shahriar Key Words: Vegan Consumption, Sustainable Consumption, Ideologies, Myths, Consumer Responsibilization, Cultural Branding Thesis Purpose: The purpose of this thesis is to explore how marketplace ideologies and myths shape vegan and sustainable consumption. Theoretical Perspective: Ideologies and Myths, Consumer Responsibilization and Cultural Branding. READ MORE