Sökning: "Brand citizenship behaviour"

Visar resultat 1 - 5 av 7 uppsatser innehållade orden Brand citizenship behaviour.

1. 1. Sustainability and Corporate Branding: shotgun wedding or match made in heaven?

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Roosmarijn Morgans; Teodora Hertanu; [2021]
   Nyckelord :Sustainability; Corporate Branding; Internal Communication; Employees; Business and Economics;

   Sammanfattning : Purpose: The purpose of this thesis is to gain a better understanding of the interplay between sustainability and corporate branding internally in organisations. By studying how internal communication contributes to the employees’ perception of these concepts, we aspire for this research to result in a greater comprehension of the role of internal communication in relation to sustainability and corporate branding. LÄS MER

3. 2. Brand Identity Management inom snabbmatsindustrin : En kvalitativ fallstudie på Bastard Burgers

   Kandidat-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

   Författare :Fredrika Lindmark; Julia Hedström; [2021]
   Nyckelord :Brand Identity; Internal Branding; Building Brand; Branding; Fast Food Industry; Brand Communication; Brand Identity Management; Organisational Identification; Brand Citizenship Behaviour.;

   Sammanfattning : Companies today are faced with competitive markets where a large number of similar products and services are offered, which leads to companies with strong brands gaining competitive advantage, as brands facilitate consumers rational decision-making. Previous studies explore the importance of a well-established brand and how to build a strong brand identity through brand identity management (BIM). LÄS MER

4. 3. Strong Employer Brands and Employee Advocacy in Social Media : exploring the Employee Perspective

   Magister-uppsats, Högskolan Kristianstad/Fakulteten för ekonomi

   Författare :Erika Stenman; [2019]
   Nyckelord :Brand Citizenship Behaviour; Employee Advocacy; Employee Recommenders; Employer Branding; Online Employee Endorsement; Social Media; Personal Brand;

   Sammanfattning : Employer Branding activities in the competitive labour market are becoming increasingly interactive rather than being a top-down exercise. Limited resources together with new technology is playing a role in this development. Little, but some research exists on Employee Advocacy or the voluntary promotion and defence of a brand by its employees. LÄS MER

5. 4. The Philanthropic Brand? An exploratory study of consumers’ perceptions of brands communicating moral messages on social media

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Lisa-Marie Kaven; Lisa Marie Bauer; [2017]
   Nyckelord :moral branding; moral communication; citizenship; brand meaning; social media; Social Sciences;

   Sammanfattning : Thesis Purpose: The purpose of this thesis is to provide an understanding of how brands relaying moral messages in their communication are perceived by consumers. Therefore, it investigates consumers’ brand meaning resulting from exposure to brands’ moral messages on social media. LÄS MER

7. 5. Konsten att enas under ett varumärke : Intern varumärkesuppbyggnad på Nordiska Kompaniet

   Kandidat-uppsats, Södertörns högskola/Institutionen för samhällsvetenskaper

   Författare :Karin Grönvall; Nicole Talavera; [2014]
   Nyckelord :Corporate brand; corporate identity; corporate culture; brand value; Internal branding; destination marketing; Branding; Entrepreneurs; Department store; Service brand; employee; Brand commitment; Brand citizenship behaviour; Nordiska Kompaniet; brand; Destinationsmarknadföring; Entreprenör; Företagsidentitet; Företagskultur; Företagsvarumärke; Intern varumärkesuppbyggnad; Nordiska Kompaniet; Personal; Servicevarumärke; Varumärke; Varumärkesbeteende; Varumärkesengagemang; Varumärkesvärde; Varuhus;

   Sammanfattning : Purpose: The purpose of this study is to examine how a company with a single brand is perceived as uniform, as well as how they use internal brand building to reconcile various competing actors within one brand. Furthermore the aim is to examine how staff, through internal brand building processes, perceives and identifies themself with the values of the common brand. LÄS MER