Sökning: "brand building"

Visar resultat 11 - 15 av 756 uppsatser innehållade orden brand building.

1. 11. The Power of trust : Exploring what influences consumer trust in environmental sustainability claims.

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Författare :Caesar Friberg Jonsson; Anton Barrklint; Max Åkerberg; [2023]
   Nyckelord :;

   Sammanfattning : Background: Environmental sustainability claims refers to communications made by companies about their improved environmental performance. Improved environmental performance can for example be a company claiming to emit less carbon dioxide or climate compensating the consumer's purchase. LÄS MER

3. 12. Webbrecensioner : En kvalitativ undersökning om hur företag upplever webbrecensioner och vad det har för påverkan på företagsvarumärke

   Kandidat-uppsats, Södertörns högskola/Företagsekonomi

   Författare :Noor Al-jandeel; Rizwan Ebrahimi; [2023]
   Nyckelord :;

   Sammanfattning : In correlation with increasing increasingly relevant. digitization , the dialogue about web reviews has become, which has increased Consumers tend to use web reviews to a large extent the relevance of the subject from the companies' perspective. LÄS MER

4. 13. Building Personal Brand Heritage

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Emma Barfus; Giorgia Gaetaniello; Sara Safaee; [2023]
   Nyckelord :brand heritage; heritage brands; history; brand identity; brand trust; brand loyalty; Business and Economics;

   Sammanfattning : The importance of brand history in brand heritage has often been stressed in research. However, it has not been researched how brands can create a brand heritage without making their personal history a focal point of their brand strategy. This paper examines if there is more than one way to conceive brand heritage.. LÄS MER

5. 14. The Authenticity Imperative - Towards Building Long-Term Relationships with Social Media Influencers in the Digital Age

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Alexandra Nuria Kunert; [2023]
   Nyckelord :social media influencer; influencer relations; authenticity; relationship management; strategic communication; Social Sciences;

   Sammanfattning : Capturing how organizations build and maintain long-term and mutual beneficial relationships with influencers is an urgent quest by both, communication practitioners and scholars. In the ever-evolving context of digitalization, navigating influencer communication remains to be a major challenge, as the concept of an authentic partnership is constantly adapting in the fast-paced social media realm. LÄS MER

7. 15. eCRM PERSONALIZATION STRATEGIES : Influence of content personalization on consumer engagement performance of email marketing campaigns

   Master-uppsats, Jönköping University/Internationella Handelshögskolan

   Författare :Daniela Rodriguez; [2023]
   Nyckelord :CRM; email marketing; content personalization;

   Sammanfattning : Background: As personalization has become a common CRM strategy for companies to create valuable relationships with customers, users are receiving an increased amount of personalized communication, further research is needed on the influence of content personalization in specific channels, to improve customer engagement.  Purpose: This paper seeks to analyse the influence of eCRM content personalization strategies on the consumer engagement performance of email marketing campaigns building upon existing knowledge about the benefits and opportunities of personalization strategies. LÄS MER