Sökning: "B2C branding"

Visar resultat 1 - 5 av 20 uppsatser innehållade orden B2C branding.

  1. 1. The Utilization of Social Media Marketing in a B2B context- Marketing Decision-makers Point of View

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

    Författare :Ludwig Månsson; Sheriff Shahen; Sepehr Gharanfoli; [2020]
    Nyckelord :Social Media Marketing; Social Media; Social Media Perception; Digital Marketing; Industrial Marketing; Business-to-business; Marketing Communication;

    Sammanfattning : To date, the rather new phenomena known as Social Media Marketing (SMM) has caught much attention from researchers and several studies have been conducted prior to resolving how this new phenomenon can be utilized by business-to-business (B2B) organizations. However, existing literature covering SMM has been mainly focused on the business-to-consumer (B2C) perspective, therefore, there is a lack of research in the utilization of SMM in a B2B context. LÄS MER

  3. 2. Green Brand Equity in industrial B2B markets : A cross-sectional study of Sandvik Coromant’s customers

    Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

    Författare :Maria Beckman; [2019]
    Nyckelord :Green Brand Equity; B2B brand management; environmental management; sustainability; B2B branding; purchase decision making processes; B2B purchasing;

    Sammanfattning : The concept of Green Brand Equity is based on the assumption that customers will be more favorable towards a firm's brand when the firm provides products and services that satisfy the customers' environmental needs. While environmental and brand management have been researched thoroughly in business-to-consumer (B2C) markets, similar research inbusiness-to-business (B2B) contexts is still scarce. LÄS MER

  4. 3. Vilka förändringar har digital marknadsföring inneburit för B2C?

    Kandidat-uppsats, Malmö universitet/Fakulteten för teknik och samhälle (TS)

    Författare :Johan Olofsson; Max Nordlinder; [2018]
    Nyckelord :Digital marknadsföring; Marknadsföring; Digitala kanaler; Digitala plattformar; Sociala medier; Kundbeteende; Kundlojalitet; Verksamhetsförändringar; B2C;

    Sammanfattning : Målet med den här studien är att ta reda på vad digital marknadsföring har inneburit för B2C. Marknadsföring har alltid varit en viktig del av företag och när internet växte fram föddes digital marknadsföring, där marknadsföringen sker genom digitala kanaler, digitala plattformar och sociala medier. LÄS MER

  5. 4. IT ALL STARTS FROM WITHIN : A multi-case study on internal branding

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

    Författare :Pauline Thurfjell; Johanna Bjärevall; [2018]
    Nyckelord :Internal Branding; Internal Communication; Living the Brand; Brand Commitment;

    Sammanfattning : Branding is a widely researched and discussed area, but the focus tends to be aimed towards business-to-consumer (B2C) companies rather than business-to-business settings (B2B). Brands per se used to be seen as the visuals belonging to an organization, but there has been a shift in meanings and it now includes perceptions and recognition of a brand - both internally and externally. LÄS MER

  7. 5. Stakeholder influence on brand identity co-creation in startups

    Kandidat-uppsats, Högskolan Kristianstad/Fakulteten för ekonomi

    Författare :Maria Mijatovic; Jasna Zubic; [2018]
    Nyckelord :Brand identity; Co-creation; Stakeholders; Startups; Incubators;

    Sammanfattning : The purpose of this thesis was exploring stakeholder influence on brand identity co-creation in startups, by answering the research question: "How do stakeholders influence brand identity co-creation in startups?". To answer this question, a multiple case study was conducted, consisting of interviews with six B2C (business-to-customer) startups. LÄS MER