Sökning: "aaker"

Visar resultat 1 - 5 av 78 uppsatser innehållade ordet 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. Trocaderos rebranding – från töntigt till trendigt : En kvalitativ fallstudie om varumärkespersonligheten som strategisk aspekt vid rebranding

    Kandidat-uppsats, Stockholms universitet/Företagsekonomiska institutionen

    Författare :Hanna von Szalay; Vendela Nygren; [2023]
    Nyckelord :Rebranding; brand personality; brand strategy; Aaker; beverage industry; Trocadero; Rebranding; varumärkespersonlighet; varumärkesstrategi; Aaker; dryckesindustrin; Trocadero;

    Sammanfattning : I studier om rebranding görs det ofta en uppdelning i en visuell och en strategisk aspekt, där fokus i huvudsak ligger på den visuella aspekten. Det som saknas i forskning om rebranding är den strategiska aspekten – bland annat en förändrad varumärkesperson- lighet. LÄS MER

  4. 3. How Generation Z perceive brand personality on TikTok

    Kandidat-uppsats, Jönköping University/Internationella Handelshögskolan

    Författare :Bea Burke; Katrina Mitrofanova; [2023]
    Nyckelord :Generation Z; personality dimensions; brand personality; TikTok;

    Sammanfattning : Background: Since its publication in 1997, Jennifer Aaker’s brand personality model has been challenged but none of the publications have had the same seminal effect. Additionally, differences in perceptions of Aaker’s personalities have been found which suggests a gap of knowledge to research. LÄS MER

  5. 4. A case study: Market Analysis of Aspirable; a tool for permanent smoking cessation

    Master-uppsats, Uppsala universitet/Institutionen för biologisk grundutbildning

    Författare :Eirini Kotsidou; [2022]
    Nyckelord :Case study; Market analysis; biotechnology; smoking; smoking cessation; breathalyzer;

    Sammanfattning : When examining data and statistics one thing is very clear. Smoking tobacco is causing a lot of different problems both in an individual’s health and in the society. Even though there is abundant evidence regarding its hazardous consequences, tobacco holds still a lot of users under its influence. LÄS MER

  7. 5. The (Mis)alignment between Offline and Online Brand Image

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Sophie Johansson; Emma Källström; Madeleine Erikson; [2022]
    Nyckelord :Brand Image; Brand Image Alignment; Brand Associations; Retailing; Multichannel; Business and Economics;

    Sammanfattning : Title: The (Mis)alignment between Offline and Online Brand Image: A Qualitative Study based on Customers’ Brand Associations of the Swedish Beauty Retailer Kicks. Purpose: The purpose is to explore the alignment or misalignment of a beauty retailer’s offline and online brand image based on customers’ brand associations. LÄS MER