Sökning: "thesis of brand extension"

Visar resultat 1 - 5 av 52 uppsatser innehållade orden thesis of brand extension.

1. 1. The influence of corporate brand reputation on the purchase intention of the post-postmodern consumer society

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Imke Falkenrodt; Ayelen Rojas Alvarez; [2022]
   Nyckelord :Corporate brand reputation; reputational elements; reputation; post-postmodern consumer society; consumer purchase intention; Business and Economics;

   Sammanfattning : Thesis Purpose: The present research investigates the relationship between corporate brand reputation and consumer purchase intention while regarding to the post-postmodern consumer of today. The purpose of the study is to contribute with insights on how the post-postmodern consumer evaluates corporate brand reputation and explore the effect of this evaluation on consumer purchase intention. LÄS MER

3. 2. Co-creation of Brand Value In Startups

   Master-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Sabbir Hasan Noor; Sara Sari; [2021]
   Nyckelord :co-creation; startups; brand value; brand image; social networking;

   Sammanfattning : Startups face a wide range of opportunities and challenges when it comes to building their brand value and by extension brand image, due to possessing both limited financial and human resources. Hence, developing a distinct and enduring brand is a critical competitive imperative for them. LÄS MER

4. 3. Supporting the Cause: How Can Football Supporters Engage with a Club's Brand Extensions

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Alessandro Solmi; Peter Moane; [2021]
   Nyckelord :Brand Extensions; Engagement; Interaction; Supporters; Football clubs; Business and Economics;

   Sammanfattning : Title: Supporting the Cause: How Can Football Supporters Engage with a Club’s Brand Extensions Seminar Date: June 4th, 2020 Course: BUSN39: Degree Project in Global Marketing Authors: Peter Moane and Alessandro Solmi Supervisor: Ekaterini Drosou Thesis Purpose: This research aims at understanding what English supporters of football teams with a small fan base deem important in order to buy, engage or interact with the brand extensions put in place by their favourite club, thereby contributing to the club’s revenue. Methodology: The thesis adopts a relativist ontology and a social-constructionist epistemology, which induced authors to choose a qualitative method and an abductive approach. LÄS MER

5. 4. How Employer Branding is Affected by Country-of-Origin : And its effect on Employee Retention of Generation Z

   Kandidat-uppsats, Jönköping University/IHH, Företagsekonomi

   Författare :Philip Kaburek; Alex Wahlberg; Andreas Kilit; [2021]
   Nyckelord :Employer Branding; Country of Origin Effect; Employee Retention; Generation Z; Development Opportunities; Environmental Social Governance; Consumer Branding;

   Sammanfattning : Employer branding is becoming increasingly important, but the literature on the subject lacks vital elements. First, Country of Origin (COO) has been shown to affect employer branding, but this process is very poorly understood. LÄS MER

7. 5. Non-core business talent attraction

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Karin Törnblad Davidsson; [2021]
   Nyckelord :talent attraction; marketing; HR; employer branding; values; recruitment platform; core business; non-core business; reputation; Business and Economics;

   Sammanfattning : Research Question and Purpose: The research question will investigate what talent attraction looks like in non-core businesses sharing the name of the core business. The purpose of this thesis is to explore talent attraction in the context of non-core businesses sharing the name of the core business. LÄS MER