Sökning: "Brand awareness"

Visar resultat 1 - 5 av 535 uppsatser innehållade orden Brand awareness.

  1. 1. The effects of different acquisition strategies on brand equity and purchase intention

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Författare :Pupu Jin; [2023]
    Nyckelord :Brand image; Acquisitions and Mergers; Automobile industry; Brand equity; Purchase intention;

    Sammanfattning : 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

  2. 2. Evaluating Brand Perception Regarding Sustainability through Digital Marketing

    Master-uppsats, KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Författare :Amber Javed; [2022]
    Nyckelord :digital marketing; social media; sustainability; climate change; online media; marketing campaign; fashion brands; brand management; consumer behaviour; brand loyalty; brand image; carbon footprints;

    Sammanfattning : This study evaluates the effect of sustainable business practices on brand perception. Digital marketing is a vital tool for any business, and sustainability is a significant element in brand management and marketing. LÄS MER

  3. 3. Köpbeteende hos studenter gällande val av laptop : Varumärkeslojalitet och påverkan av referensgrupper

    Kandidat-uppsats, Högskolan i Skövde/Institutionen för handel och företagande

    Författare :Robin Kedmark; Adam Tewodros; [2022]
    Nyckelord :Laptops; Consumer behaviour; Brand loyalty; Brand awareness; Reference groups; Word of mouth; Perceived quality; Laptops; Konsumentbeteende; Varumärkeslojalitet; Varumärkeskännedom; Referensgrupper; Word of mouth; Upplevd kvalité;

    Sammanfattning : This study examines students in Sweden between the ages of 20-30 and examines their purchasing behaviour regarding choice of laptops. This paper will study the effects of brand loyalty and reference group and how it affects the consumers choice of brand. This study uses a qualitative method to gather information. LÄS MER

  4. 4. Inclusive marketing : A study of Swedish female consumers’ perceptions of inclusive advertisements in the fashion industry

    Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/Företagsekonomi

    Författare :Cornelia Wiklund; [2022]
    Nyckelord :Inclusive marketing; Advertising; Brand attitudes; Diversity; Swedish consumers; Fashion industry;

    Sammanfattning : In the last decades we have seen an increase of inclusive marketing, partly because of an increase of consumer awareness and expectations. But it can be hard to succeed with inclusive marketing, and previous research shows that many companies have been accused of CSR- washing, forced diversity, etc. LÄS MER

  5. 5. Communication Strategies for Branding of Circular & Sustainable Products in the Fashion Industry : A Case Study of H&M Group

    Master-uppsats, KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Författare :Syeda Shehreen Fatima; [2022]
    Nyckelord :Circular Economy; Branding; Communication; H M Group; Sustainability; The Fashion Industry; Environmental Impact; Cirkulär ekonomi; Varumärkesbyggande; Kommunikation; H M Group; Hållbarhet; Modeindustri; Miljöpåverkan;

    Sammanfattning : The fashion industry has a significant environmental impact due to its high rate of production and consumption. In order to become sustainable, fashion businesses are making fundamental changes in their business models. LÄS MER