Sökning: "B2B branding"

Visar resultat 11 - 15 av 59 uppsatser innehållade orden B2B branding.

1. 11. Communication works for those who work at it – John Powell, An empirical study investigating the influence of corporate brand identity on brand performance

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Vanja Johnsson; Adrienne Daudi; [2020]
   Nyckelord :Corporate brand identity; brand performance; corporate branding; brand management; Social Sciences;

   Sammanfattning : In recent years, corporate branding and its potential benefits on brand performance has become an increased area of interest for both researchers and communication professionals. This study aims to deepen and increase knowledge about the concept of corporate brand identity and its influence on brand performance in the communications sector and answer the research question; How do the dimensions of corporate brand identity influence brand performance within the communications sector? To achieve this, a quantitative approach was employed and the B2B service brand identity scale as well as the Brand performance scale was used to measure the influence through a digital survey in 14 Swedish agencies with a total of N=105 respondents. LÄS MER

3. 12. Exploring Branding During Exportation: AMulti-case Study of SMEs in the B2B Sector

   Master-uppsats, Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

   Författare :Muhammad Zaigum Awan; Asoh Gwendoline Ngwa; [2020]
   Nyckelord :Branding; Business-to-business sector; Exportation; Small and medium sized enterprises.;

   Sammanfattning : ABSTRACTPurpose: The purpose of this study is to assess and examine the nature and scope of brandingduring exportation within SMEs in the B2B context. The findings of this study will increaseknowledge of the relative challenges that SMEs are faced with when it comes to branding duringexportation and how it influences their export performance. LÄS MER

4. 13. Under Pressure - Tensions in the acquiring firms' corporate brand identity

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Anna-Maria Ostermann; Emma Impeciati; [2020]
   Nyckelord :Corporate Brand Identity; Merger and Acquisition; Integration; B2B Branding; Tensions; Business and Economics;

   Sammanfattning : Thesis Purpose: The purpose is to explore post-acquisition tensions in a B2B firm's corporate brand identity to better understand why tensions emerge, what effect those tensions have, and lastly, how these tensions may be dealt with, if at all. Methodology: A qualitative multiple case study based on four companies with a constructionist and inductive approach has been executed in this thesis. LÄS MER

5. 14. Does the front door match the backdoor? : A single case study on how employee turnover affects the level of engagement & investment in EVP touchpoints: pre-, on-, and off-boarding

   Kandidat-uppsats, Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

   Författare :Irma Dedic; Mobina Zavaher; [2020]
   Nyckelord :Employer Branding; EVP; Preboarding; Onboarding; Offboarding; Employee experience; Organizational Socialization; Turnover;

   Sammanfattning : Research questions: In particular, how does employee turnover relate to the level of engagement and investment during the EVP touchpoints: preboarding, onboarding, offboarding? Purpose & Aim: The purpose is to explore the relationship between the level of employee turnover and the level of engagement in the EVP: preboarding, onboarding, and offboarding.  Method: A qualitative approach was chosen for the thesis, which was conducted through seven semi-structured interviews. LÄS MER

7. 15. Internationalization: A Look Into How Content Creation is Able to Create Brand Awareness When Entering New International Markets

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

   Författare :Elias Killander; Anton Ehn; Joshua Steinlechner; [2020]
   Nyckelord :B2B; Market Entry Strategy; Digital Content Marketing; International Companies; Relational Market Entry Strategy; Digital Market Entry Strategy; Brand Awareness;

   Sammanfattning : A large number of changes in the world of business has led to increased attention directed towards business-to-business (B2B) branding. Companies have gradually shifted their marketing efforts to the Internet and social media in order to create brand awareness when entering new international markets. LÄS MER