Sökning: "Brand Relationship Spectrum"

Visar resultat 1 - 5 av 6 uppsatser innehållade orden Brand Relationship Spectrum.

  1. 1. Sustainable Supply Chain Management (SSCM) Governance Mechanisms and Configurations applied in Swedish companies

    Magister-uppsats, Jönköping University/Internationella Handelshögskolan

    Författare :Alberto Perez Sanchez; Zofia Trebicka; [2022]
    Nyckelord :Sustainable Supply Chain Management; Governance Mechanisms; Configurations; Triple Bottom Line; Co-opetition; Sustainable Brand Index;

    Sammanfattning : Background: There are several strategies that focal companies can opt for to manage their supplychain. Different combinations of configurations and governance mechanisms are argued to havedifferent sustainability outcomes. First, main firms need to decide if they manage the relationshipwith suppliers themselves or if they hire a third party. LÄS MER

  3. 2. Follow, Like and Share the Leader: Examining SMI Marketing through the Lense of Personality Cults

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Liam Silva Vail; [2020-06-23]
    Nyckelord :Social Media Influencer; Cult of Personality; SMI marketing; Digital Cults of Personality;

    Sammanfattning : Purpose: As marketing campaigns are using social media influencers (SMI) more and more, this thesis examines if the psychological underpinnings in the follower-leader dynamic in cults of personality (CoP) can help explain the behaviour of those who follow SMIs and if this leads to better marketing performance. Method: This report utilizes a quantitative, survey-based approach to test a wide spectrum of social media users. LÄS MER

  4. 3. Follow, Like and Share the Leader: Examining SMI Marketing through the Lense of Personality Cults

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Liam Silva Vail; [2020-06-16]
    Nyckelord :Social Media Influencer; Cult of Personality; SMI marketing; Digital Cults of Personality 1;

    Sammanfattning : Purpose: As marketing campaigns are using social media influencers (SMI) more and more, this thesis examines if the psychological underpinnings in the follower-leader dynamic in cults of personality (CoP) can help explain the behaviour of those who follow SMIs and if this leads to better marketing performance. Method: This report utilizes a quantitative, survey-based approach to test a wide spectrum of social media users. LÄS MER

  5. 4. The Relationship Between The Brand Strategy And Business Strategy

    Master-uppsats, KTH/Industriell ekonomi och organisation (Avd.)

    Författare :Ahmed Karaömer; [2013]
    Nyckelord :Brand architecture; Porters generic strategies; Market Segmentation;

    Sammanfattning : In this study the relationship between three companies brand strategies and business strategies were investigated based on Aaker’s view on brand architecture. The concept and its strategies are characterized by the driving roles brands possess. LÄS MER

  7. 5. Rebranding after Mergers and Acquisitions : The effect of product brand in corporate brand architecture

    Master-uppsats, Företagsekonomi

    Författare :Ling Wan; Long Zeng; [2011]
    Nyckelord :Brand; Rebranding; Product Brand; Corporate Brand; The Brand Relationship Spectrum; Brand Architecture; Dynamic Brand Architecture;

    Sammanfattning : Background: Recent years, M&As have increased sharply. Brand as one of the most precious assets has unavoidably been taken into consideration in these deals. Company can gain great benefit when handle acquired brand properly. LÄS MER