Sökning: "Corporate Brand Orientation"

Visar resultat 1 - 5 av 17 uppsatser innehållade orden Corporate Brand Orientation.

  1. 1. Exploring Corporate Brand Orientation in a Retail Setting – A Qualitative Case Study in the Swedish Grocery Retail Industry

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Julia Hüsam; Linnéa Nordmark; [2023]
    Nyckelord :Retailing; Corporate Brand Orientation; Corporate Branding; Corporate Brand Identity; Internal Branding; Business and Economics;

    Sammanfattning : Thesis Purpose: The purpose of this thesis is to explore what may facilitate or inhibit a stronger corporate brand orientation in a retail organization. We explore the factors of internal corporate brand identity elements, internal corporate brand image and internal branding, while also considering retail-specific characteristics. LÄS MER

  3. 2. Fashionable Activism: A study of corporate activism in fashion brands' marketing communications and the effects of congruence as moderated by brand type and political leanings

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Andrea Jernberg; Vendela Angerlöv; [2022]
    Nyckelord :Corporate activism; Congruence; Marketing; Political leanings; Fashion brands;

    Sammanfattning : Corporate activism (CA) has become a commonplace occurrence whereby brands express support for different social-political causes. Despite its increasing prominence, corporate activism has not been extensively researched. LÄS MER

  4. 3. The challenges and opportunities of sustaining a brand through repositioning: The Jägermeister Case

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Rebecka Kullenberg; Felix Ellqvist; Nicholas-Joel Kisling; [2022]
    Nyckelord :Repositioning; corporate brand identity matrix; brand identity; brand image; Jägermeister; Business and Economics;

    Sammanfattning : Purpose: The purpose of this research paper is to examine the challenges of repositioning both in aligning the brand image with the brand identity and in sustaining the brand equity through creating consistency. This research is examined through the case of Jägermeister. Methodology: A qualitative research method was conducted. LÄS MER

  5. 4. Generation Y’s attitude towards femvertising in cosmetics: women empowerment or purplewashing? : A mono-method qualitative study

    Magister-uppsats, Umeå universitet/Företagsekonomi

    Författare :Margot Descouens; Valentine Gerbault; [2021]
    Nyckelord :femvertising; social brand activism; purplewashing; Generation Y; social media; Instagram; cosmetics industry;

    Sammanfattning : In recent years, femvertising has become a new issue of interest for companies, specifically in areas targeting women. Indeed, some companies in the cosmetics industry, such as Dove - a pioneer in the field - have been addressing the representation of women in advertising by tackling issues of equality, inclusiveness, and self-acceptance. LÄS MER

  7. 5. Leadership and Brand Alignment

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Louise Hesseborn; Hampus Harrysson; Isabell Weber; [2019]
    Nyckelord :Visibility; Brand Identity; Leadership Theory; Brand Orientation; Brand-Oriented Leadership; Business and Economics;

    Sammanfattning : The purpose of this journal is to describe and analyse both the corporate leader's and the brand’s visibility in order to understand the different types of alignment between corporate leaders and brands. The research has a qualitative and inductive approach and is conducted through a multiple-case study where four leaders and their respective brands were described and analysed. LÄS MER