Sökning: "brand association transfer"

Visar resultat 1 - 5 av 6 uppsatser innehållade orden brand association transfer.

  1. 1. Svenska sponsorers effektmätning av sponsring : En studie om svenska sponsorers effektmätning av sponsring

    Kandidat-uppsats, Högskolan Dalarna/Företagsekonomi

    Författare :Pontus Olofsson; [2018]
    Nyckelord :;

    Sammanfattning : Sports sponsorship is a marketing method that grows incredibly fast on the market. Already about 20 years ago it was difficult to find a sporting event that was not sponsored in any way and the more time has passed, the more the sponsorship has grown. LÄS MER

  3. 2. Fastighetsbolagens outnyttjade tillgångar, den andra hyran : Tilläggstjänster för bostadshyresgäster

    Kandidat-uppsats, KTH/Fastigheter och byggande

    Författare :Peter Salmén; Henrik von Bahr; [2018]
    Nyckelord :Real estate companies; Tenants; Homeservices; Digitisation; Fastighetsbolag; Bostadshyresgäster; Tilläggstjänster; Digitalisering;

    Sammanfattning : Vår bakgrund till detta arbete grundar sig på individens föränderliga konsumtionsmönster, där till exempel e-handeln sedan länge är etablerad och tar stora marknadsandelar varje år. Parallellt är vi i Sverige allt mer på väg mot ett tjänstesamhälle, där vi kontinuerligt söker en smidigare och effektivare vardag. LÄS MER

  4. 3. The Country of Ownership Paradox

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Nora Varga; Fengge Zhao; [2016]
    Nyckelord :Premium Brand; Country of Brand; Country of Ownership; Country of Origin; Automobiles; Developing Countries; Brand Image; Consumer Perception; Business and Economics;

    Sammanfattning : Purpose: The purpose of the thesis is to explore how the ownership transfer from a developed country to a developing country influences consumers’ perception of the brand. Design/methodology/approach: After the extensive review of the literature about the concept of country of origin and brand image, three premium automobile brand acquisition cases (Jaguar, Land Rover and Volvo) were investigated. LÄS MER

  5. 4. Co-branding in the FMCG sector: Investigating the relation between brand association transfer and perceptual fit in co-branding

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Ellen Knape; Petter Rodestedt; [2013-07-10]
    Nyckelord :Co-branding; brand association transfer; perceptual fit; brand extension; brand equity;

    Sammanfattning : Co-branding is a popular strategy for new product introductions. The main goal is to transfer brand equity from the constituent brands to a new composite brand. The strategy draws from research in brand extension and recent academic focus has been on the concept of perceptual fit. LÄS MER

  7. 5. The Effect of Corporate Endorsement on Consumers' Product Brand Evaluations - An Empirical Analysis of the Influence of Corporate Image

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Marion Küpers; Pia Faulseit; [2012]
    Nyckelord :Brand Architecture; Endorsed Branding Strategy; Product Brand Evaluation; Corporate Association Transfer; Image Spill-over; Business and Economics;

    Sammanfattning : This study investigates the effect of corporate endorsement on consumers’ product brand evaluations by taking into consideration varying levels of corporate brand and product brand image as well as product brand familiarity; thereby providing more detailed and nuanced insights for which product brands corporate endorsement is beneficial, neutral or even detrimental.. LÄS MER