Sökning: "brand extension"

Visar resultat 11 - 15 av 129 uppsatser innehållade orden brand extension.

  1. 11. How Employer Branding is Affected by Country-of-Origin : And its effect on Employee Retention of Generation Z

    Kandidat-uppsats, Jönköping University/IHH, Företagsekonomi

    Författare :Philip Kaburek; Alex Wahlberg; Andreas Kilit; [2021]
    Nyckelord :Employer Branding; Country of Origin Effect; Employee Retention; Generation Z; Development Opportunities; Environmental Social Governance; Consumer Branding;

    Sammanfattning : Employer branding is becoming increasingly important, but the literature on the subject lacks vital elements. First, Country of Origin (COO) has been shown to affect employer branding, but this process is very poorly understood. LÄS MER

  3. 12. Non-core business talent attraction

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Karin Törnblad Davidsson; [2021]
    Nyckelord :talent attraction; marketing; HR; employer branding; values; recruitment platform; core business; non-core business; reputation; Business and Economics;

    Sammanfattning : Research Question and Purpose: The research question will investigate what talent attraction looks like in non-core businesses sharing the name of the core business. The purpose of this thesis is to explore talent attraction in the context of non-core businesses sharing the name of the core business. LÄS MER

  4. 13. Fill up the bottle with iconic liquid: a qualitative research conceptualising iconic packaging

    L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Linnea Svensson; Amanda Nordlander; Emilia Eckerholm; Isabell Schönström; [2021]
    Nyckelord :Cultural branding; iconic brands; packaging design; brand equity; brand identity.; Business and Economics;

    Sammanfattning : Purpose: The purpose of this study is to investigate how a brand’s packaging design becomes iconic through entering pop culture/art. Design/methodology/approach: This paper is of qualitative nature, based on a traditional literature review along with multiple case-study research. LÄS MER

  5. 14. Trust Builder Bitcoin : Cryptocurrencies as Marketing Tools beyond Functionality in the Exemplary Application Sector Online Sex Shops

    Kandidat-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Författare :Sarah Palurovic; [2021]
    Nyckelord :Bitcoin; Crypto Currencies; Bitcoin as a Marketing Tool; Online Sex Shop Marketing; Trust building; Brand Extension;

    Sammanfattning : Up until now, Bitcoin as a marketing tool to leverage the brand image of an e-retailer has only been researched scarcely. This paper contributes to filling this gap by looking at Bitcoin’s suitability as primarily a cognition-based trust-building tool in the context of online sex shops. LÄS MER

  7. 15. Making sense of the brand extension decision

    Magister-uppsats, Uppsala universitet/Företagsekonomiska institutionen

    Författare :Jesper Holmkvist; Victor Almerfors; [2021]
    Nyckelord :Brand extension decision; sensemaking; cues; environment; failing performances; identity;

    Sammanfattning : The purpose of this study is to utilize the sensemaking perspective to increase the understanding of what makes managers consider brand extensions, and how the decision is formed throughout the sensemaking process. The study aims to add to the existing literature by providing knowledge about the largely unexamined domain of managerial practice related to brand extensions. LÄS MER