Sökning: "corporate brand endorsement"

Visar resultat 1 - 5 av 6 uppsatser innehållade orden corporate brand endorsement.

1. 1. Strong Employer Brands and Employee Advocacy in Social Media : exploring the Employee Perspective

   Magister-uppsats, Högskolan Kristianstad/Fakulteten för ekonomi

   Författare :Erika Stenman; [2019]
   Nyckelord :Brand Citizenship Behaviour; Employee Advocacy; Employee Recommenders; Employer Branding; Online Employee Endorsement; Social Media; Personal Brand;

   Sammanfattning : Employer Branding activities in the competitive labour market are becoming increasingly interactive rather than being a top-down exercise. Limited resources together with new technology is playing a role in this development. Little, but some research exists on Employee Advocacy or the voluntary promotion and defence of a brand by its employees. LÄS MER

3. 2. The role of athlete's sponsorship on the marketing strategy of a sports brand : A qualitative study conducted at HEAD France

   Magister-uppsats, Umeå universitet/Företagsekonomi

   Författare :Matthieu BOUVIER; Marlène LESAULE; [2017]
   Nyckelord :Athlete; brand; brand awareness; communication; consumer; consumer behaviour; digital; distribution; marketing strategy; influence marketing; sales; social media; social network; sport; sponsorship;

   Sammanfattning : Athletes sponsorship has become an important part of the marketing communication mix for sports brands today. We know that athletes are major celebrities within the mass media in modern society and they can use their image and the power they have directly through their network to interact with customers. LÄS MER

4. 3. The business of business is societal responsibility: A case study of drivers and goals of FMCGs’ corporate brand endorsement

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Simon Hellström; Tove Mattsson; [2016-09-21]
   Nyckelord :FMCG; corporate brand endorsement; corporate reputation; sustainability; corporate identity; corporate image;

   Sammanfattning : Within brand research there is a debate regarding if multinational companies will benefit most from emphasizing their product brand or their corporate brands. The past decade has also brought increased market awareness of sustainability. Against this background it is interesting that major FMCGs have recently engaged in corporate brand endorsement. LÄS MER

5. 4. Varumärkeskaraktären – den levande marknadsföringsstrategin

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Ida Eckerström Mörtsjö; Gustav van't Hooft; [2015]
   Nyckelord :Brand personification; Brand Character; Branding; Branding Strategy and Marketing strategy; Business and Economics;

   Sammanfattning : Purpose: The purpose of this study is to investigate what the process should look like when a company chooses a brand character to personify their brand. Furthermore the purpose is to recognize the challenges and risks that should be taken into consideration when managing this strategy. LÄS MER

7. 5. Corporate Purpose Endorsement - A Way to Influence and Attract Multiple Stakeholders

   D-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Madeleine Johansson; Eva Skoghagen; [2014]
   Nyckelord :Corporate Brand Endorsement; Corporate Purpose; FMCG; Employer Brand; Relevance;

   Sammanfattning : Corporate brand endorsement has turned into an increasingly pursued strategy by companies within the FMCG industry, with the aim to connect with consumers beyond the product level. In this study, the element of purpose is added to traditional endorsement strategies, and reveals that this can be an efficient way to influence and attract multiple stakeholders. LÄS MER