Sökning: "Brand Ledning"
Visar resultat 1 - 5 av 81 uppsatser innehållade orden Brand Ledning.
1. Bringing Brands to Life: A study on the impact of brand anthropomorphism and personalization on advertisement attitudes in a social media context
D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledningSammanfattning : Brand anthropomorphism is a frequently used marketing strategy to enhance a brand's humanlike features and characteristics. Businesses use brand anthropomorphism to increase their brands' appeal, likeability, and memorability for consumers. LÄS MER
2. Social Brand Activism in a Changing Environment - A Qualitative Case Study on how Sportswear Organizations navigate Social Brand Activism whilst remaining Authentic
C-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledningSammanfattning : Through a qualitative study, this thesis aims to investigate how sportswear companies navigate in the new complex field of social brand activism while remaining authentic to their customers and stakeholders. The thesis is conducted in a case study setting, where a total of nine interviews were executed. LÄS MER
3. From cheap to chic: a quantitative study on using comparative transparency as a tool for brand attribute upgrading
D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledningSammanfattning : This thesis constitutes the first attempt to investigate the concept of comparative transparency, a novel type of brand alliance, inspired by comparative advertising and enabled by the growing trend of business transparency in the apparel industry. Broadly, the present study is designed to investigate whether a weak brand can capitalize on the positive attributes of a strong brand merely by being presented as having common manufacturers in an online retailing context. LÄS MER
4. The effects of different acquisition strategies on brand equity and purchase intention
D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledningSammanfattning : Purpose - This study investigates the effect factors of brand equity and purchase intention for the original brand from the M&A perspective, involving two types of acquisitions (acquiring a medium image brand and acquiring a high-end image brand). The study object is a Chinese low-end automobile brand, Changcheng, who seeks to improve the brand. LÄS MER
5. Reducing Waste, Building Brand: A Quantitative Study of the Impact of Second-Hand Clothing on Brand Attitude in Online Retail
D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledningSammanfattning : Consumers' growing awareness of the environmental impact of their consumption behaviors has resulted in an increased demand for sustainable and eco-friendly brands. Swedish online retailers have responded by offering second-hand clothing on their websites. LÄS MER