Sökning: "David A Aaker"

Visar resultat 1 - 5 av 15 uppsatser innehållade orden David A Aaker.

  1. 1. Brand equity in the Twitch streamers market : A quantitative study of David Aaker’s brand equity model.

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

    Författare :Andreea Anchidin; Sofia Bigert; [2023]
    Nyckelord :Brand Equity; Brand Loyalty; Brand Awareness; Brand Associations; Perceived Quality Streamers; Influencers;

    Sammanfattning : Purpose: This research aims to test the application of a customer-based brand equity model, based on Aaker´s well-known conceptual framework of brand equity in the context of streamers.  Design/Methodology- This research has used multiple linear regression to test the relationship between brand equity and brand loyalty, brand awareness, brand associations as well as perceived quality. LÄS MER

  3. 2. Business-to-signature-story-to-Business

    L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Erik Andrén; Therese Hermelin; Akankshya Mishra; [2021]
    Nyckelord :Explore; Signature stories; Business-to-Business brands; Storytelling; Intriguing; Authentic; Involving; Strategic Message.; Business and Economics;

    Sammanfattning : Purpose: The purpose of this master paper is to explore if different Business-to-Business brands sit on signature stories using David Aaker ́s four criteria defining a signature story. Methodology: The study’s qualitative methodology consists of finding different Business-to- Business brands and analyzing these if they are sitting on a signature story. LÄS MER

  4. 3. Once upon a time there was a signature story

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Eileen Marlena Kersten; Felicia Do; Lieke Theadora Adriana Brinkhof; [2020]
    Nyckelord :Signature stories; Storytelling; Strategic message; Aaker’s criteria; Brands; Business and Economics;

    Sammanfattning : Purpose – The term signature story was explored by David Aaker in his book published in 2018. The purpose of this paper is to further investigate, examine and build upon his concept. LÄS MER

  5. 4. Ett besök i den digitala flaggskeppsbutiken. En kvalitativ studie av Totêmes digitala närvaro och kommunikation i deras förmedlande av varumärkesidentitet

    Kandidat-uppsats, Lunds universitet/Avdelningen för modevetenskap

    Författare :Rebecca Viberg; [2020]
    Nyckelord :Flagship store; brand; brand identity; Instagram; Totême; Cultural Sciences;

    Sammanfattning : The aim of this bachelor thesis is to analyze how Instagram as a platform refer to the traditional flagship store regarding the transmit of a fashion house brand identity. More specific will the thesis investigate and analyze the Swedish fashion house Totême’s digital presence and communication in relation to the flagship store on Biblioteksgatan 5 in Stockholm, Sweden. LÄS MER

  7. 5. Varumärkesidentitet hos en nykomling i branschen : En fallstudie om försäkringsbolaget Hedvig

    Kandidat-uppsats, Uppsala universitet/Institutionen för informatik och media

    Författare :Filip And; Wilmer Gyllström; [2019]
    Nyckelord :Brand identity; Insurance; Communication;

    Sammanfattning : The purpose of this study is to examine if an insurance company’s image of their own brand identity match what students in Uppsala universitet experience. The study is built on a case study of the insurance company Hedvig’s brand identity and how students in Uppsala experience the brand. LÄS MER