Sökning: "brand relationship management"

Visar resultat 1 - 5 av 175 uppsatser innehållade orden brand relationship management.

  1. 1. Running to the top? - A qualitative research report investigating how the best male elite runners in Sweden relate to their own personal brand.

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Olle Ahlberg; Adam Palm; [2023-07-03]
    Nyckelord :Personal brands; brand equity; sports marketing; track and field;

    Sammanfattning : This research seeks to further develop the understanding of how professional athletes relate to personal brand building. Previous literature has canvased the landscape of celebrity athletes in sports such as football, golf, tennis and basketball. LÄS MER

  3. 2. "How can tech startups enhance their customer retention and acquisition

    Magister-uppsats, Högskolan i Gävle/Avdelningen för ekonomi

    Författare :Danut Avram; Oluwadamilola Olaitan; [2023]
    Nyckelord :Customer retention; Customer acquisition; Social media marketing; User engagement; Brand awareness; Tech startups; Customer relationship management CRM ; Trust; Targeted advertisement.;

    Sammanfattning : This  research  emphasizes  the role  of  social  media  in  customer  acquisition  retention.Furthermore, it investigates insights that have the potential to benefit tech startups inshaping  their  strategies  and  effectively  allocating  resources  to  achieve  consistentcommunication with their customer base. LÄS MER

  4. 3. The Authenticity Imperative - Towards Building Long-Term Relationships with Social Media Influencers in the Digital Age

    Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Alexandra Nuria Kunert; [2023]
    Nyckelord :social media influencer; influencer relations; authenticity; relationship management; strategic communication; Social Sciences;

    Sammanfattning : Capturing how organizations build and maintain long-term and mutual beneficial relationships with influencers is an urgent quest by both, communication practitioners and scholars. In the ever-evolving context of digitalization, navigating influencer communication remains to be a major challenge, as the concept of an authentic partnership is constantly adapting in the fast-paced social media realm. LÄS MER

  5. 4. The role of customer-based brand equity in the direct-to-consumer business model

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Lara Stahl; Elsa Dardeau; Paul Joubert; [2023]
    Nyckelord :D2C; direct-to-consumer business model; customer-based brand equity; perceived brand quality; brand awareness; brand image; brand uniqueness; Business and Economics;

    Sammanfattning : This paper aims to explore and analyze the intricate relationship between the direct-to-consumer (D2C) business model and customer-based brand equity. This study utilizes a qualitative approach to gather primary data, aiming to gain profound insights into customer perspectives regarding the impact of the D2C business model on trust, loyalty, and value perception. LÄS MER

  7. 5. ESG Scores as Social Ethicality Motivators

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Annika Ebert; Isabella Larsson; [2023]
    Nyckelord :ESG Responsiveness; Russia-Ukraine War; Divestment Strategy; Brand Management; MNCs; Business and Economics;

    Sammanfattning : Relating to the ongoing discussion surrounding criticism and support for ESG scores, the purpose of this paper anchors itself in providing comprehensive, empirical evidence regarding the responsiveness of ESG scores to firm actions. The different strategic choices of multinational firms, resulting from political and stakeholder pressure, were to either fully withdraw, suspend or continue operations in Russia in light of the Russia-Ukraine war. LÄS MER