Sökning: "Brand alliance"

Visar resultat 1 - 5 av 21 uppsatser innehållade orden Brand alliance.

1. 1. Strategic Synergies in the Skies : The Role of Resource Sharing in Aviation Alliances

   Kandidat-uppsats, Uppsala universitet/Företagsekonomiska institutionen

   Författare :Jacob Sonnesjö Nyqvist; Kevin Woodward; [2024]
   Nyckelord :Strategic alliances; resource sharing; resource-based view RBV ; aviation alliances; business networks.;

   Sammanfattning : This thesis investigates strategic alliances in the aviation industry, focusing on resource sharing, using Scandinavian Airlines (SAS) within Star Alliance and SkyTeam as case studies. It examines the operational and competitive benefits of these collaborations through qualitative research, including interviews with executives and experts. LÄS MER

3. 2. 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 ledning

   Författare :Adrian Brännstam; Simon Eliasson; [2023]
   Nyckelord :Brand alliances; Business Transparency; Comparative Advertising; Brand- and Product Quality Perceptions; Brand Attribute Upgrading;

   Sammanfattning : 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. 3. Increasing Brand Accessibility Without Compromising Brand Identity

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Darragh Moorhouse; Hongning Wang; Haotian Zhang; [2022]
   Nyckelord :Brand Accessibility; Brand Identity; Brand Alliance; Brand Extent; Premium and Luxury.; Business and Economics;

   Sammanfattning : This paper aims to investigate methods deployed by brands to increase accessibility while maintaining brand identity, particularly in premium and luxury brands. A literature review will provide a basis for a deeper understanding of brand identity, accessibility, and rejuvenation. LÄS MER

5. 4. How can an organization with B2B experience enter a new market utilizing an B2C e-commerce strategy instead? : A case study of a fragrance company

   Master-uppsats, Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

   Författare :Aamna Minhas; Sanna Emilsson; [2022]
   Nyckelord :E-commerce; business-to-business B2B ; business-to-consumer B2C ; Fragrance; Entry mode strategy; Internationalization.;

   Sammanfattning : Globalization and the rapid growth of online-transaction through e-commerce platforms is increasing at a fast pace, not to mention the acceleration during and after the pandemic of Covid-19. The purpose with this qualitative case study of a company operating in the fragrance industry is to give a better understanding of how a company successfully succeeded in internationalizing by utilizing a B2B e-commerce strategy, and how the same company can change strategy to utilize B2C e-commerce to enter a new market which in this case are Sweden. LÄS MER

7. 5. 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