Sökning: "Internal Brand Equity"

Visar resultat 1 - 5 av 25 uppsatser innehållade orden Internal Brand Equity.

  1. 1. FIFA - The Ugly Game : En kvantitativ innehållsanalys av FIFA:s kommunikation på Twitter under korruptionsskandalen 2015.

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för medier och journalistik (MJ)

    Författare :Timmy Annerbrink; Morgan Lidman; [2023]
    Nyckelord :FIFA; Twitter; gestaltning; reaktion; Twitteranvändare; varumärkeskapital;

    Sammanfattning : This study examines @FIFAmedia’s communication on Twitter, other users’ reactions to FIFA’s framing in their tweets, and on whether FIFA’s income from brand licensing was affected by the corruption scandal from 2015. By measuring FIFA’s framing and the reactions to it, a concrete comparison with FIFA's brand capital is enabled to provide further understanding of the impact the scandal had on the brand. LÄS MER

  3. 2. Impacts of COVID-19: Funding Business Operations and Adapting Marketing Strategies

    Magister-uppsats, Umeå universitet/Företagsekonomi

    Författare :Sejin Hahn; Sarafat Hossain; [2021]
    Nyckelord :Adaptation; Crisis Management; Financial Liquidity; Access to Capital; Government Aid; Alternative Finance; Marketing Strategy; Resource-based View RBV ; Customer-Centric; Stakeholder View; Brand; Authenticity; Knowledge; Capabilities; Marketing Management; Marketing-Finance Interface; Paid Marketing; Organic Marketing; Customer Loyalty; Community; Decision-Making;

    Sammanfattning : Purpose -- Given the enduring COVID-19 pandemic, this thesis set out to reveal an updated perspective of the service-oriented small business experience, particularly in their access and choice of financial resources to fund operations and adapt marketing strategy. By the time this study started, it was clear which businesses had been rising with the new tides of swelled categorical demand vs. LÄS MER

  4. 3. The impact of CSR on brand equity: the moderating role of consumer involvement in CSR

    Magister-uppsats, Uppsala universitet/Företagsekonomiska institutionen

    Författare :Jiajun Wu; Wanying Huang; [2020]
    Nyckelord :Corporate social responsibility; Consumer-based brand equity; Consumer involvement; Signaling theory;

    Sammanfattning : While pursuing profits, modern firms begin to undertake corporate social responsibility (CSR). Different ways for firms to implement CSR have diverse impacts on consumer-based brand equity that reflects the meaning of the brand in consumers’ minds and is of considerable significance to corporate marketing strategy. LÄS MER

  5. 4. Branding is not rocket science… it is harder : En kvalitativ studie om hur konsultföretag arbetar med brand equity

    Kandidat-uppsats, Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

    Författare :Alma Hamulic; Brandon Michael; [2020]
    Nyckelord :Consultancy; brand equity; CBBE Model; Business-to-Business branding;

    Sammanfattning : Research Questions: How do consulting companies work to strengthen the brand's structure?What impact does brand equity and its components have on consulting firms? Purpose: The purpose of this study is to contribute with new knowledge as well as increase the understanding of brand equity and how its components contribute to strengthening the consultancy's brand. The study also aims to explore how companies create competitive advantages in a constantly evolving market. LÄS MER

  7. 5. Rebranding med företagsarvet i beaktning : en balansgång mellan tradition och innovation

    Kandidat-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Författare :Sara Nyberg; John Örngård; Max Hedlund; [2019]
    Nyckelord :Rebranding; brand heritage; brand identity; tradition; innovation; Rebranding; brand heritage; varumärkesidentitet; tradition; innovation;

    Sammanfattning : I den allt mer föränderliga modeindustrin blir det vanligare att företag väljer att rebranda sig för att upprätthålla relevans på marknaden. Rebranding kan innebära allt från subtila visuella förändringar till mer omfattande processer som att ändra en hel företagsstrategi. LÄS MER