Sökning: "brand equity"

Visar resultat 1 - 5 av 440 uppsatser innehållade orden brand equity.

  1. 1. Factors Influencing Consumers’ Purchase Intention of Co-branded Products with Eco-labels

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Junru Li; Maria Cristina Mincic; [2020-06-25]
    Nyckelord :co-branding; eco-label; brand equity; eco-label equity; perceived fit; ease of transfer; product evaluation; purchase intention;

    Sammanfattning : MSc Marketing and Consumption.... LÄS MER

  2. 2. Brand Extensions of Authentic Brands - An explorative study of consumers’ perceptions

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Max Beckers; Martinus Alexander Koolen; [2020]
    Nyckelord :Brand authenticity; brand extensions; brand identity; brand image; brand equity; Business and Economics;

    Sammanfattning : The purpose is to explore the phenomenon of authentic brands extending into other categories in order to identify how this may affect the image of the brand and its authenticity.... LÄS MER

  3. 3. Concretizing and legitimizing brand equity as a strategic investment : A qualitative study in the Swedish retail industry

    Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/Företagsekonomi; Umeå universitet/Företagsekonomi

    Författare :Emil Arljung; Axel Eklund; [2020]
    Nyckelord :brand equity; shareholder value; retail;

    Sammanfattning : The retail industry has seen an immense increase in competition. Brands are becoming more similar, which makes it essential for firms to differentiate themselves against their competitors. The brand is considered the company's biggest intangible asset, possessing an array of different values for the company. LÄS MER

  4. 4. FIFA and the corporate players

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Alice D'Angelo; Jacqueline Alair Soares; [2020]
    Nyckelord :FIFA; Crisis Communication; Marketing; Sponsorship; Brand Equity;

    Sammanfattning : Private capital has become an increasingly important factor in the globalized football economy. The relationship between a sponsored entity and its sponsor is still relatively unexplored within marketing. LÄS MER

  5. 5. Hur påverkas det konsumentbaserade brand equity av hållbarhetsmarknadsföring? : En kvantitativ studie om hur hållbarhetsmarknadsföring påverkar det konsumentbaserade brand equity och hur det i sin tur påverkar konsumenternas köpengagemang.

    Kandidat-uppsats, Mälardalens högskola/Akademin för ekonomi, samhälle och teknik; Mälardalens högskola/Akademin för ekonomi, samhälle och teknik; Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

    Författare :Fanar Soror Francis; Henrik Aronsson; Jonathan Fesahaye; [2020]
    Nyckelord :Brand equity; hållbarhetsmarknadsföring; attityder greenwashing;

    Sammanfattning : 8 June 2020 Bachelor thesis in Business Administration, 15 cr School of Business, Society and Engineering, Mälardalen University Fanar Soror Francis Henrik Aronsson Jonathan Fesahaye (95/11/30) (95/10/29) (94/03/01) How is consumer-based brand equity affected by sustainability marketing? Daniel Tolstoy Brand equity, sustainable marketing, purchase intent, attitudes, consumer-based brand equity How is a company's consumer-based brand equity affected by the company's use of sustainability advertising? How does this in turn affect the purchase intent with consumers? The purpose of this study is to show how and to what extent a company's consumer-based brand equity is affected by their sustainability marketing. Quantitative method The authors conclude that sustainability advertising has a negative effect on consumer-based brand equity in the industries selected for this quantitative study. LÄS MER