Sökning: "Pascal Brand"

Hittade 1 uppsats innehållade orden Pascal Brand.

  1. 1. Corporate visual identity in foreign markets : An analysis of the relationship between firm- and market-level factors and CVI adjustments of multinational firms and their performance

    Magister-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Bastian Raschke; Pascal Balonier; [2014]
    Nyckelord :Corporate visual identity; branding; standardization; adaptation; firm-level factors; market-level factors; company performance;

    Sammanfattning : Purpose: The purpose of this study is to analyze how major transnational firms adjust their corporate visual identity (CVI) when entering foreign markets and to determine whether there is a relationship between firmand market-level factors and CVI adjustments as well as an impact on a company’s performance. Methodology/approach: A deductive approach was applied utilizing triangulation with quantitative research through a content analysis of websites of transnational firms (n=329) and qualitative research through semi-structured interviews with six firms. LÄS MER