Sökning: "Brand internalisation"

Hittade 4 uppsatser innehållade orden Brand internalisation.

  1. 1. Turning Consumers into Supporters: Understanding Loyalty Through Football Teams

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Tim Kämpe; Axel Paulsson; Marcus Sjöberg; [2023]
    Nyckelord :Brand loyalty; Brand community; Brand heritage; Brand identity; Brand internalisation; Sports branding; Business and Economics;

    Sammanfattning : Purpose: The purpose of this paper is to examine the fans’ perspective of sport team loyalty and the reasons why brand loyalty is extremely high within sports. Methodology: This paper uses a qualitative research method with both primary data and secondary data. LÄS MER

  3. 2. Financial brands taking a stand: Exploring the impact of advertised social activism on a brand's image in the financial services sector

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Dana Kamand; Maura Leonie Kongehl; Julia Anna Lagler; [2020]
    Nyckelord :Consumer perception; brand image; brand activism; social activism; advertising; financial services; Business and Economics;

    Sammanfattning : The purpose of this research paper is to explore the perceptions of advertised social activism and its impact on a financial services sector brand's image. The study is of a qualitative and inductive nature based on literature review along with findings of 12 semi-structured interviews. LÄS MER

  4. 3. Entry mode and institutional conditions to consider when entering a new market : The case of fashion apparel franchising in Germany

    Master-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

    Författare :Neema Kisanga; Samana Mohammad; [2019]
    Nyckelord :Franchising; Franchising Germany; Internalisation; Market entry; Fashion retailing internalisation; Uppsala Internalisation model; Institutional theory;

    Sammanfattning : Background:           Literature suggests that franchising as an entry mode for internalisation gains more and more popularity. However, existing literature shows many studies concerning franchising do not focus on industries. LÄS MER

  5. 4. Incorporating the future - a study of three companies’ internalisation of future trends forecasting and scenario planning.

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Nils Thott; Johan Ny; [2005]
    Nyckelord :Brand Management; Design Management; Trends; Trend Forecasting; Scenario Planning; cross-functional teams.; Management of enterprises; Företagsledning; management; Business and Economics;

    Sammanfattning : Purpose: The purpose of this thesis is: to determine key success factors for an organisation’s internal process of internalising future trends forecasting. Methodology: A qualitative approach has been chosen by examining three different companies (Electrolux, H&M and, Sony Ericsson) through interviews and other data. LÄS MER