Sökning: "Brand Resonance"

Visar resultat 6 - 10 av 18 uppsatser innehållade orden Brand Resonance.

  1. 6. Industry Brands and Enchantment: How Disenchantment of the Mental Health App Industry Brand Influences Companies Within the Industry

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Olivia Hagman; Ellen Håkman; [2022-08-04]
    Nyckelord :Industry Brands; Mental Health Apps; Enchantment; Disenchantment; Consumer Perceptions; Industry Image; Industry Aura; Stigma;

    Sammanfattning : Enchantment is at the heart of most marketing and branding operations, therefore, there is reason to believe it is part of the broader picture of the more unexplored concept of industry brands. To study how enchantment discourses of industry brands influence companies, we employ the rich context of an industry brand that has received mixed reviews in terms of its ability to appeal to consumers, namely mental health apps. LÄS MER

  3. 7. “All That Is Solid Melts Into Virtual Work”: A study of the implications of the Covid-19 pandemic on contemporary Employer Branding through the lens of Social Acceleration

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Henrik Ernstsson; Fredrika Hållén; [2021]
    Nyckelord :employer branding; employer brand; social acceleration; strategic communication; Spotify employer brand; work norms; social change; virtual work; remote work; digital labour landscape; resonance; Covid-19; arbetsgivarvarumärke; arbetsgivarvarumärkning; arbetsnormer; distansarbete; virtuellt arbete; digitala arbetslandskap; social förändring; Social Sciences;

    Sammanfattning : Impelled by the Covid-19 pandemic, the labour market is undergoing remarkable structural change towards increasingly digitized and remote forms of work. The purpose of this paper has been to study the social change in work norms instigated by the Covid-19 pandemic, with the aim of contributing to a more nuanced understanding of contemporary employer branding as a form of strategic communication in virtual and hybrid labour landscapes. LÄS MER

  4. 8. Building Brand Equity in B2B Service Industry : Examination of the Servbrand Framework in Logistics Industry

    Master-uppsats, Karlstads universitet/Handelshögskolan (from 2013)

    Författare :Oğuzhan Bilgili; Dilara Fulya Egesoy; [2021]
    Nyckelord :brand equity; logistics branding; industrial branding; service branding;

    Sammanfattning : This study investigates a debatable subject of branding; building brand equity in industrial service markets, particularly within the logistics service industry. The extant literature provided many brand equity models, the brand resonance pyramid being the most predominant one. LÄS MER

  5. 9. Does reaching resonance give brands a free card? : A study of the strength in the consumer-brand relationship when the brand has reached the stage of brand resonance.

    Kandidat-uppsats, Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Författare :Camilla Gonzalez; Sanne Swedenås; [2020]
    Nyckelord :Consumer-Brand relationship; Brand Resonance; Brand Loyalty; Self-imagery; Ethical values; Social sustainability;

    Sammanfattning : Increased consumer awareness together with the importance of sustainable consumption is currently a highly debated topic. Frequently, the media reports scandals from strong international brands, revealing information regarding deficiencies linked to the brands social sustainability efforts. LÄS MER

  7. 10. Branding the memory in the virtual world: a study on the Palace Museum in Beijing

    Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Siyi Ma; [2019]
    Nyckelord :brand communication; social media communication; museum communication; online audience; brand relationships; Social Sciences;

    Sammanfattning : Many museums face the problem of low engagement on social media which is disadvantageous for them to improve brand relationships with their audience. This study aims to investigate the influential factors on the online audience perception of the museum by applying the brand resonance model. LÄS MER