Sökning: "Corporate Brand Personality"

Visar resultat 6 - 10 av 23 uppsatser innehållade orden Corporate Brand Personality.

1. 6. Communication works for those who work at it – John Powell, An empirical study investigating the influence of corporate brand identity on brand performance

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Vanja Johnsson; Adrienne Daudi; [2020]
   Nyckelord :Corporate brand identity; brand performance; corporate branding; brand management; Social Sciences;

   Sammanfattning : In recent years, corporate branding and its potential benefits on brand performance has become an increased area of interest for both researchers and communication professionals. This study aims to deepen and increase knowledge about the concept of corporate brand identity and its influence on brand performance in the communications sector and answer the research question; How do the dimensions of corporate brand identity influence brand performance within the communications sector? To achieve this, a quantitative approach was employed and the B2B service brand identity scale as well as the Brand performance scale was used to measure the influence through a digital survey in 14 Swedish agencies with a total of N=105 respondents. LÄS MER

3. 7. Exploring brand identity practice in video game start-ups : Industrial Marketing

   Uppsats för yrkesexamina på avancerad nivå, Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

   Författare :Andreas Harding; [2019]
   Nyckelord :Brand Identity; Corporate brand; Corporate identity; Corporate brand identity; Company brand; Start-ups; Strategic brand management.;

   Sammanfattning : The video game industry is a rapidly growing industry due to technology advancements andhas made video games to a mass phenomenon. The diffusion of today’s technologies has created and expanded the video game market, both demographical and geographical, which has attracted more customers and increased the intensity of the competition. LÄS MER

4. 8. It’s Time To Become Brave - The Phenomenon of Social Brand Activism

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Carolin Bruder; Helena Lübeck; [2019]
   Nyckelord :Social Brand Activism; Brand Personality; Brand Activism; Brand-Cause Fit; Source Credibility; Company Motives; Sportswear Brands; Business and Economics;

   Sammanfattning : Purpose - Since the phenomenon of social brand activism is an emerging concept in literature and considered as a differentiation strategy for corporate brands, the purpose of this study is to evaluate the impact of social brand activism on the different brand personality dimensions. In addition, the study aims to examine if a high brand-cause fit enhances the effectiveness of social brand activism. LÄS MER

5. 9. Employer Branding. En kvantitativ undersökning gällande studenters uppfattning om potentiella arbetsgivare i förhållande till deras egen personlighet

   Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Johanna Bergvall; Linnéa Lindgren; Frida Widerström; [2017]
   Nyckelord :Employer branding; Organisationsattraktivitet; Varumärkespersonlighet; “A corporate character scale”; “A new measure of brand personality”; Business and Economics;

   Sammanfattning : .... LÄS MER

7. 10. Competence Neworks: Effects on Corporate Branding in B2B SMEs

   Kandidat-uppsats, Högskolan i Jönköping/IHH, Marketing and Logistics; Högskolan i Jönköping/IHH, Företagsekonomi

   Författare :Lisa Schmelz; Gabriele Myscenkaite; Fares Youcefi; [2015]
   Nyckelord :B2B SME; Competence Network; Corporate Branding; Corporate Brand Building;

   Sammanfattning : The purpose of this thesis is to investigate the effects of competence networks on corporate branding in B2B SMEs and to develop a conceptual model of these effects. After reviewing the relevant literature that explores the field, eight components of corporate branding in an effective growth stage of an SME have been identified. LÄS MER