Sökning: "brand equity"

Visar resultat 1 - 5 av 433 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. 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

  3. 3. 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

  4. 4. The competition within the walls : a qualitative study about how customers reason regarding their brand choice

    Kandidat-uppsats, Högskolan Kristianstad/Fakulteten för ekonomi; Högskolan Kristianstad/Fakulteten för ekonomi

    Författare :Julia Wallin; Anna Lindborg; [2020]
    Nyckelord :Private label; national brand; store layout; customer behavior; brand equity;

    Sammanfattning : As private labels have developed and increased in recent years, customers’ options have grown. The purpose of this qualitative study is to explore how customers reason when they choose a brand in a Swedish sportswear store, which offers both private labels and national brands. LÄS MER

  5. 5. The unexplored power of buzz in the video game industry

    Magister-uppsats, Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap; Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Författare :Oskar Hammarsten; Sofie Hägerbrand; [2020]
    Nyckelord :Buzz; hype; anticipation; marketing; video game; customer-based brand equity; CBBE; pre-release consumer buzz; PRCB; expectations;

    Sammanfattning : Background: The global video game industry is today bigger than both the film- and music industry and is subject to a lot of competition. Companies are always looking for alternative ways to reach consumers and buzz is identified as a crucial success factor by many scholars. LÄS MER