Sökning: "Brand Alliances"

Visar resultat 6 - 10 av 14 uppsatser innehållade orden Brand Alliances.

1. 6. Cause-brand alliances in the fashion industry : The challenging road after the alliance is over. A case study on Gina Tricot’s CBA with UNICEF

   Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

   Författare :Dora Filipovic; [2020]
   Nyckelord :Brand equity; Cause-brand Alliance; CBA; sustaining brand equity; Brand alliance;

   Sammanfattning : Purpose:                       The purpose of this study is to identify, define and describe the challenges of sustaining positive brand equity gained as an outcome of Cause-brand alliances. Therefore, this study is conducted from the perspective of companies engaging in Cause-brand alliances, with the aim to provide academic and managerial implications of managing brand equity over time following a Cause-brand alliance. LÄS MER

3. 7. Challenging coopetitive branding alliances : a study on how coopetitive branding affects consumers’ brand image

   Kandidat-uppsats, Högskolan Kristianstad/Avdelningen för ekonomi

   Författare :Oskar Gudmundsson; Joel Leteus; [2018]
   Nyckelord :Coopetition; Co-branding; Coopetitive Branding; Strategic Alliances; Consumer Based Brand Equity CBBE ; Brand Image;

   Sammanfattning : The increased competitive intensity in several global markets has encouraged firms which traditionally compete, to also collaborate with each other, that is coopetitive branding alliances. Coopetitive branding has, to the best of our knowledge, not been researched from a consumer perspective. LÄS MER

4. 8. Moderna nyanser av klassiska allianser : En kvalitativ studie kring digitala influencer-samarbeten

   Kandidat-uppsats, Mittuniversitetet/Avdelningen för medie- och kommunikationsvetenskap

   Författare :Felicia Karlström; Linda Söderström; [2016]
   Nyckelord :Influencer marketing Influencer-samarbeten Marknadskommunikation Sociala medier;

   Sammanfattning : Problemformulering och  syfte: The  growth of new channels has increased the amount of sales messages vying for consumers' attention, changing the conditions for marketing communications. Marketing in social media channels has become a way to keep up with the consumers. LÄS MER

5. 9. Avant-Garde for the Masses - A Study of Consumer Perception of Avant-Gardist Designer Brands after Collaborating with Mainstream Fashion

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

   Författare :Andrea Boodh; Caroline Foerster; [2014]
   Nyckelord :Fashion; Co-branding; Avant-garde; Brand Alliances;

   Sammanfattning : The use of intra-industrial co-branding within fashion has increased dramatically over the last decades, with a wide range of partner combinations including even avant-garde fashion designers. These brands are often licensing collaborations with mainstream mass-market brands, but with uncertain effects for their brands. LÄS MER

7. 10. Luxury for the Masses : A Study of the H&M Luxury Collaborations with Focus on the Images of the Luxury Designer Brands

   Kandidat-uppsats, Företagsekonomiska institutionen

   Författare :Carole Ginman; Charlotte Lundell; Catherine Turek; [2010]
   Nyckelord :Luxury; Brands; Co-Branding; Associations; Consumer Behaviour;

   Sammanfattning : A strong brand is important for all companies; however, it is imperative for the success of a luxury fashion house as the image is one of its core assets. As strategic alliances are increasing in popularity the effect they have on how customers look at the partner brands is both interesting for the general person, but also – and more importantly – vital knowledge for companies pondering such a strategic move. LÄS MER