Sökning: "Low Brand Equity"

Visar resultat 1 - 5 av 33 uppsatser innehållade orden Low Brand Equity.

1. 1. The effects of different acquisition strategies on brand equity and purchase intention

   D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Författare :Pupu Jin; [2023]
   Nyckelord :Brand image; Acquisitions and Mergers; Automobile industry; Brand equity; Purchase intention;

   Sammanfattning : Purpose - This study investigates the effect factors of brand equity and purchase intention for the original brand from the M&A perspective, involving two types of acquisitions (acquiring a medium image brand and acquiring a high-end image brand). The study object is a Chinese low-end automobile brand, Changcheng, who seeks to improve the brand. LÄS MER

3. 2. Customer engagement within low involvement product categories - discovered

   Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

   Författare :Olivia Blomqvist; Joel Samuelsson; [2022]
   Nyckelord :Customer engagement; engagement; involvement product categories; involvement; consumer behavior; antecedents; marketing; brand community; brand equity.;

   Sammanfattning : Customer engagement is a relatively new topic in research and due to its importance, it has recently received a lot of attention in both academia and practice. Although the attention, it still lacks knowledge regarding its components and driving factors. LÄS MER

4. 3. Challenges faced by Chinese Brands in Internationalisation – Taking ‘Anta’ as an Example.

   Kandidat-uppsats,

   Författare :Fu Luomanni; Yang Liying; Wu Lisuichao; [2022]
   Nyckelord :Brand Internationalisation; Internationalisation; Anta company; Sportswear; China; MNEs; MNCs.;

   Sammanfattning : Background: Since the Go Global policy in 1999, Chinese firms have been growing and expanding exponentially in the global market. The internationalisation of Chinese firms has attracted not only business partners, policy makers but also researchers with their unconventional process and method. LÄS MER

5. 4. Brand Equity | När varumärken brinner

   Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Joel Larsson Ljungcrantz; Hugo Lindgren; Mattias Johansson; [2022]
   Nyckelord :Brand Equity; Produktskadekris; Replikation; Varumärken; Konsumentreaktioner; Business and Economics;

   Sammanfattning : Purpose: The purpose of this replication study is to test and compare how a product damage crisis affects brands with high and low brand equity from a consumer perspective in Sweden. The study also aims to contribute with increased knowledge to the topics of brand equity and product-harm crisis. LÄS MER

7. 5. 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