Sökning: "JUNWEN GUO"

Hittade 2 uppsatser innehållade orden JUNWEN GUO.

1. 1. The Potential of B2B Lovemarks: A Managerial Perspective on Strong B2B Brands

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Anna Folkesson; Juliane Beyer; Junwen Guo; [2008]
   Nyckelord :Lovemarks; B2B Branding; Brand Personality; Emotional Branding; Management of enterprises; Företagsledning; management; Business and Economics;

   Sammanfattning : Kevin Roberts has extended the comprehension of strong consumer brands to a higher level where loyalty beyond reason is established. He calls this new status Lovemarks. As the concept of Lovemark has only been applied in B2C markets, this thesis is directed to find out the applicability of Lovemarks in B2B context. LÄS MER

3. 2. International Marketing Communication in Mobile Phone Industry

   Magister-uppsats, Blekinge Tekniska Högskola/Sektionen för management

   Författare :JUNWEN GUO; [2007]
   Nyckelord :IMC intergrated marketing communication ; Consumer behavior; music mobile phone;

   Sammanfattning : The purpose of this study orients to the discussion of the applicability of Integrated Marketing Communication (IMC) in Chinese market, typically in the music mobile phone industry.This paper endeavors in contributing to the analysis of the local consumer behavior characteristics in the process of purchase decision making as well as shaping long-term attitude towards mobile phone brands, in order to discuss the effectiveness of the objective marketing strategy and the application of the Integrated Marketing Communication in the branding strategy. LÄS MER