Sökning: "Brand Image Alignment"

Visar resultat 1 - 5 av 13 uppsatser innehållade orden Brand Image Alignment.

  1. 1. “The Unveiling of Consumer Perceptions” A qualitative study on how consumers view racial representation by iconic brands

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Nazerath Sithara Novak; Josephine Hannah Palmeholt-Letchumanan; [2023]
    Nyckelord :Business and Economics;

    Sammanfattning : This thesis examines how consumers perceive race representation by iconic brands, aiming to bridge the knowledge gap in the areas of cultural branding, consumer culture, and ethics withi sustainability. Currently, there is limited research on the intersection of cultural branding and ethics within sustainability, particularly regarding racial representation. LÄS MER

  3. 2. Exploring Corporate Brand Orientation in a Retail Setting – A Qualitative Case Study in the Swedish Grocery Retail Industry

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Julia Hüsam; Linnéa Nordmark; [2023]
    Nyckelord :Retailing; Corporate Brand Orientation; Corporate Branding; Corporate Brand Identity; Internal Branding; Business and Economics;

    Sammanfattning : Thesis Purpose: The purpose of this thesis is to explore what may facilitate or inhibit a stronger corporate brand orientation in a retail organization. We explore the factors of internal corporate brand identity elements, internal corporate brand image and internal branding, while also considering retail-specific characteristics. LÄS MER

  4. 3. När PH blir PK: En kvalitativ fallstudie om socialt ansvarstagande för realityprogram

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Tilde Sinnerdal; [2023]
    Nyckelord :strategisk kommunikation; varumärkeshantering; varumärkesidentitet; realityprogram; Uses and Gratifications Theory; Corporate Social Responsibility; Vision-Culture-Image Alignment Model; semistrukturerade intervjuer; Paradise Hotel; Paradise; Social Sciences;

    Sammanfattning : Denna studie har syftat till att undersöka effekten av ökat socialt ansvar bland realityprogram på tittarnas attityder. För att undersöka syftet har vi genomfört en fallstudie som studerar realityprogrammet Paradise Hotel. Programmet har antagit ett mer socialt ansvarsfullt koncept i deras nya format Paradise. LÄS MER

  5. 4. Overstretching the Corporate Brand: How to Guide the Brand Image When Extending the Brand?

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Nikolai Kozhevnikov; Sofia Rosin; Daniel Castro Jimenez; [2022]
    Nyckelord :Brand Extension Strategy; Brand Overstretching; Brand Portfolio Management; Brand Authenticity; Brand Image; Business and Economics;

    Sammanfattning : Purpose: This paper aims to research how large corporations with diverse brand portfolios navigate their brand image and how they can avoid the brand overstretching issue. Design/methodology/approach: The methodology of this study implied qualitative case study analysis of three international brands imposed to the risk of brand overstretching, supported by the customer survey, as well as proposed theoretical framework based on the literature review secondary data. LÄS MER

  7. 5. The (Mis)alignment between Offline and Online Brand Image

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Sophie Johansson; Emma Källström; Madeleine Erikson; [2022]
    Nyckelord :Brand Image; Brand Image Alignment; Brand Associations; Retailing; Multichannel; Business and Economics;

    Sammanfattning : Title: The (Mis)alignment between Offline and Online Brand Image: A Qualitative Study based on Customers’ Brand Associations of the Swedish Beauty Retailer Kicks. Purpose: The purpose is to explore the alignment or misalignment of a beauty retailer’s offline and online brand image based on customers’ brand associations. LÄS MER