Sökning: "brand management theories."

Visar resultat 6 - 10 av 184 uppsatser innehållade orden brand management theories..

  1. 6. The Connection between a Multitier Private Label Portfolio and Retailer Brand Image: Investigating Consumer Perceptions

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Helena Abrahamsson; Sarah Keppler; [2023]
    Nyckelord :private label; multitier private label portfolio; retailer brand image; consumer perceptions; Business and Economics;

    Sammanfattning : Thesis Purpose: This thesis aims to understand how a multitier private label portfolio is linked to the retailer brand image from a consumer perspective by using a case study of the Swedish grocery retailer ICA. Furthermore, we aim to comprehend the connection of the contained private labels in a multitier private label to the retailer brand image. LÄS MER

  3. 7. ”Maximum safety for you – minimum impact on nature” - En multimodal kritisk diskursanalys av Klättermusens hållbarhetskommunikation på Instagram

    Kandidat-uppsats, Umeå universitet/Institutionen för kultur- och medievetenskaper

    Författare :Agnes Bergquist; Lisa Olander; [2023]
    Nyckelord :ustainable communication; sustainability; Klättermusen; outdoor; Instagram; greenwashing; branding; reputation management; strategic communication; multimodal critical discourse analysis; Hållbarhetskommunikation; hållbarhet; Klättermusen; Instagram; greenwashing; strategisk kommunikation; marknadsföring; multimodal kritisk diskursanalys;

    Sammanfattning : The climate crisis and the consequences that follow have forced humanity to explore the collective actions that must be taken to curb global warming. As a way to reduce ones carbon footprint, many choose to consume with greater care for the environment, and the interest for sustainable clothing has therefore significantly increased. LÄS MER

  4. 8. The Impact of Sustainability Terminologies of Swedish Manufacturing Companies on Consumer Perception : A Mono-Method Quantitative Study

    Master-uppsats, Umeå universitet/Företagsekonomi

    Författare :Sarafat Hossain; Liana Hakobyan; [2022]
    Nyckelord :sustainability terminologies; branding; brand messaging; manufacturing; sustainable manufacturing; customer perception; Sweden;

    Sammanfattning : Sustainability has fast evolved in business practices, and yet its meaning is often elusive and ambiguous. The component of sustainability is playing an important role in the company’s brand positioning. The popularity and the importance of sustainability in business operations and business representation are still rapidly growing. LÄS MER

  5. 9. Brand Activism Scepticism

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Gal Dagan; Jessica van Zeijderveld; [2022]
    Nyckelord :Brand Activism; Brand Management; Consumer Perception; Consumer Validation; Branding; Business and Economics;

    Sammanfattning : The aim of this thesis was to deepen the understanding of brand activism by looking into existing and novel dimensions on which consumers base their validation and opinion of brands engaging in socio-political discourse. This dissertation followed a dual-analysis approach in which both qualitative and quantitative research was conducted. LÄS MER

  7. 10. Branding in the Metaverse: Exploring established brand management perspectives and the advent of decentralized branding on Web 3.0

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Thiago Costa; Alaa Eldin Helal; [2022]
    Nyckelord :Branding; Brand Management; Metaverse; Decentralization; Blockchain; Web 3.0; NFT; DAO; Decentralized Branding; Business and Economics;

    Sammanfattning : Purpose: The purpose of this exploratory qualitative research is: First, to explore what brands understand by metaverse and how they perform branding in this new context. Second, to investigate how established constructivist approaches to branding are performed within the metaverse. LÄS MER