Sökning: "Brand Equity Management and Sustainability"

Visar resultat 1 - 5 av 7 uppsatser innehållade orden Brand Equity Management and Sustainability.

1. 1. The role of customer-based brand equity in the direct-to-consumer business model

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Lara Stahl; Elsa Dardeau; Paul Joubert; [2023]
   Nyckelord :D2C; direct-to-consumer business model; customer-based brand equity; perceived brand quality; brand awareness; brand image; brand uniqueness; Business and Economics;

   Sammanfattning : This paper aims to explore and analyze the intricate relationship between the direct-to-consumer (D2C) business model and customer-based brand equity. This study utilizes a qualitative approach to gather primary data, aiming to gain profound insights into customer perspectives regarding the impact of the D2C business model on trust, loyalty, and value perception. LÄS MER

3. 2. Konsten att bygga och stärka varumärken inom klädbranschen : Skapandet av ett hållbart och medvetet mode

   Kandidat-uppsats, Mittuniversitetet/Institutionen för ekonomi, geografi, juridik och turism

   Författare :Daniella Boija; Axel Karlsson; [2023]
   Nyckelord :Brand; branding; brand equity; brand identity; consumer; differentiation; purpose-driven marketing; Differentiering; konsument; varumärke; varumärkesbyggande; varumärkesidentitet; varumärkeskapital; syftesdriven marknadsföring;

   Sammanfattning : Studien ämnar undersöka hur fyra klädföretag bygger och stärker sina varumärken för att differentiera sig på en konkurrensutsatt marknad. Klädföretag valdes specifikt då branschen är unik med utmaningar och trender som kan påverka varumärkesbyggandet. LÄS MER

4. 3. 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

5. 4. 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

7. 5. Brand image in the Sharing Economy : An exploratory study of how to achieve positive customer perceptions in the sharing economy

   Kandidat-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

   Författare :Jacob Johansson; Oscar Folkesson; Jacob Henningsson; [2018]
   Nyckelord :Brand image; Brand equity; Brand management; Marketing; Sharing economy; Collaborative consumption;

   Sammanfattning : Abstract Background: Most of existing literature in the field of sharing economy has focused on aspects of sustainability and business model structure. Research on brand image in the sharing economy has up until today not been an area of investigation. LÄS MER