Sökning: "brand dynamics"

Visar resultat 1 - 5 av 67 uppsatser innehållade orden brand dynamics.

  1. 1. Strategic Synergies in the Skies : The Role of Resource Sharing in Aviation Alliances

    Kandidat-uppsats, Uppsala universitet/Företagsekonomiska institutionen

    Författare :Jacob Sonnesjö Nyqvist; Kevin Woodward; [2024]
    Nyckelord :Strategic alliances; resource sharing; resource-based view RBV ; aviation alliances; business networks.;

    Sammanfattning : This thesis investigates strategic alliances in the aviation industry, focusing on resource sharing, using Scandinavian Airlines (SAS) within Star Alliance and SkyTeam as case studies. It examines the operational and competitive benefits of these collaborations through qualitative research, including interviews with executives and experts. LÄS MER

  3. 2. Att vara äkta eller sälja sig för pengar : Föreställningar om artisters autenticitet i samband med reklamsamarbeten med externa varumärken

    Kandidat-uppsats, Karlstads universitet

    Författare :Lina Kerrouchi; Julia Jakobsson; [2024]
    Nyckelord :Authenticity; artists; music; influencer; influencer marketing; advertising; celebrity endorsement; qualitative interviews; focus groups; Autenticitet; artist; musik; influencer; influencer marketing; marknadsföring; kändissamarbeten; kvalitativa intervjuer; fokusgrupper;

    Sammanfattning : For decades authenticity has been of great interest in media and communication research. With this study, we aim to contribute to the research with a new perspective where authenticity is examined in artists who use influencer marketing on social media. LÄS MER

  4. 3. THE GLOBAL BRAND AS A HEADQUARTERSUBSIDIARY DYNAMIC - A SINGLE CASE STUDY ON THE DYNAMICS OF INFLUENCING A GLOBAL BRAND

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Thomas Hendrik Kok; Nicholas P. Kähr; [2023-07-19]
    Nyckelord :Global Brand; Charter; Mandates; Headquarter Subsidiary Relationships; IR Framework; Corporate Branding; Case Study;

    Sammanfattning : The topics of headquarter subsidiary relationships, global branding, and subsidiary charter and mandates all are widely studied fields. However, there seems to be a gap in bridging these fields of study. LÄS MER

  5. 4. Understanding the Dynamics of Brand Loyalty in National team sports - A Qualitative study of brand management within professional team sports”

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :William Nordlund; Mattias Johansson; [2023-07-03]
    Nyckelord :Brand Experience; Brand Communities; Brand loyalty; Sports Marketing; Sport fans;

    Sammanfattning : In previous research there has been acknowledgement about the importance of Brand loyalty in sports, where the brand experience can function as a tool to create loyalty among fans. Brand communities have proven to have positive effects on customer satisfaction and brand loyalty in sports. LÄS MER

  7. 5. “The Unveiling of Consumer Perceptions” A qualitative study on how consumers view racial representation by iconic brands

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Nazerath Sithara Novak; Josephine Hannah Palmeholt-Letchumanan; [2023]
    Nyckelord :Business and Economics;

    Sammanfattning : This thesis examines how consumers perceive race representation by iconic brands, aiming to bridge the knowledge gap in the areas of cultural branding, consumer culture, and ethics withi sustainability. Currently, there is limited research on the intersection of cultural branding and ethics within sustainability, particularly regarding racial representation. LÄS MER