Sökning: "brand extension"

Visar resultat 16 - 20 av 129 uppsatser innehållade orden brand extension.

  1. 16. Från juice till halloumi : Vilka faktorer påverkar fristående varumärkesförlängningar?

    Kandidat-uppsats, Högskolan i Gävle/Företagsekonomi

    Författare :Andreas Eriksson; Erik Hayling; [2020]
    Nyckelord :brand extensions; fast-moving consumer goods; brand managers; brand image; brand dilution; brand relevance; varumärkesförlängningar; dagligvaruhandeln; varumärkesansvariga; varumärkesimage; varumärkesurvattning; varumärkesrelevans;

    Sammanfattning : Syftet med denna studie är att bidra till en djupare förståelse för vilka faktorer som påverkar fristående varumärkesförlängningar bland företag inom dagligvaruhandeln. Studien tillämpar en kvalitativ metod där semistrukturerade intervjuer används för att samla in empiriska data. LÄS MER

  3. 17. Incumbent Brand on Purchase Intention of Disruptive Innovations: A Study on the Effects of Brand Image and Sub-Brand Strategy for Electric Motorcycles

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Tiziano Filippini; Nicola Campagna Foglietta; [2020]
    Nyckelord :Disruptive Innovation; Brand Image; Sub-Brand Strategy; Purchase Intention; Electric Motorcycles; Business and Economics;

    Sammanfattning : The purpose of this study is to investigate the relationship between the brand image of an incumbent manufacturer and the purchase intention for a brand extension characterized by a disruptive innovation, and to assess the effects of a sub-brand strategy. This study involves inferential survey research with a conclusive and descriptive nature. LÄS MER

  4. 18. BMW iSPACE

    Master-uppsats, Umeå universitet/Designhögskolan vid Umeå universitet

    Författare :Simon Kafmann; [2020]
    Nyckelord :Mobile Architecture; Future Mobility; Autonomous Drive; Interior Design; Exterior Design;

    Sammanfattning : Architecture and mobility merge together to provide space for activities away from both home and office. The densification of people’s living space and the delocalisation of the workplace are two of the biggest emerging trends in the near future. Society is constantly changing with new needs and desires. LÄS MER

  5. 19. Challenging The Binary Conversation Around Hair Care: A quantitative study on how gender-neutral marketing can be used for gender-specific brands in the hair care industry.

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

    Författare :Viktoria Turujlija; Lia Ogbazion; [2020]
    Nyckelord :Gender-neutral marketing; Advertising; Hair care; Brand extensions; Gender stereotypes;

    Sammanfattning : The purpose of this thesis is to examine the effects of gender-neutral brand extensions for masculine and feminine brands by using gender-neutral marketing. We also provide a definition of gender-neutral marketing and put gender-neutrality in a brand extension context. LÄS MER

  7. 20. Content-based Recommender System for Detecting Complementary Products : Evaluating Siamese Neural Networks for Predicting Complementary Relationships among E-Commerce Products

    Master-uppsats, KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Författare :Marina Angelovska; [2020]
    Nyckelord :Machine Learning; Deep Learning; Siamese Neural Networks; E-Commerce; Recommender Systems; Complementary Recommendations;

    Sammanfattning : As much as the diverse and rich offer on e-commerce websites helps the users find what they need at one market place, the online catalogs are sometimes too overwhelming. Recommender systems play an important role in e-commerce websites as they improve the customer journey by helping the users find what they want at the right moment. LÄS MER