Sökning: "brand orientation"

Visar resultat 1 - 5 av 76 uppsatser innehållade orden brand orientation.

1. 1. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Felix Ellqvist; Niklas Kjellander; [2023]
   Nyckelord :Brand Positioning; Brand Management; Market Orientation; Brand Orientation; Schools of Positioning; Business and Economics;

   Sammanfattning : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. LÄS MER

3. 2. Brand Loyalty in the Context of Digital Food Retail : Understanding customer behaviour of meal kit delivery services towards brand loyalty: a focus on HelloFresh

   Magister-uppsats,

   Författare :Yiming Yuan; Ziying Lai; [2023]
   Nyckelord :;

   Sammanfattning : Abstract Background: Despite an increase in popularity, the meal kit delivery service is facing the challenge of high cancellations and difficulty with customer retention. As it is a comparatively novel concept in the context of digital food retail, more scholarly research should be conducted. LÄS MER

4. 3. An analysis of how video advertising factors influence consumers' impulse purchase intentions — In the context of short-form video

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Huihao Lu; Yating Zheng; [2023]
   Nyckelord :Short-form video advertising; impulsive purchase intention; emotional response; Business and Economics;

   Sammanfattning : Online shopping is gradually becoming a daily behavior in people's lives, and advertising marketing methods based on short videos are also playing an increasingly important role in this trend. Different from pictures and texts, it combines sound and picture, is easy to spread, and contains a lot of information, which conforms to people's habit of using fragmented information. LÄS MER

5. 4. Exploring Corporate Brand Orientation in a Retail Setting – A Qualitative Case Study in the Swedish Grocery Retail Industry

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Julia Hüsam; Linnéa Nordmark; [2023]
   Nyckelord :Retailing; Corporate Brand Orientation; Corporate Branding; Corporate Brand Identity; Internal Branding; Business and Economics;

   Sammanfattning : Thesis Purpose: The purpose of this thesis is to explore what may facilitate or inhibit a stronger corporate brand orientation in a retail organization. We explore the factors of internal corporate brand identity elements, internal corporate brand image and internal branding, while also considering retail-specific characteristics. LÄS MER

7. 5. Mode har inget kön : Föreställningar om HBTQIA+ -personer i Zalandos reklam

   Kandidat-uppsats, Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

   Författare :Alice Eriksson; [2023]
   Nyckelord :CDA; Zalando; LGBTQIA ; hegemony; ideology; marketing; neoliberalism; pink washing; woke capitalism; Kritisk diskursanalys; Zalando; HBTQIA ; hegemoni; ideologi; nyliberalism; woke capitalism; pinkwashing;

   Sammanfattning : In this study I examine what conceptions of LGBTQIA+ people that are represented in Zalando’s advertising campaigns for unisex fashion. This study was conducted with critical discourse analysis with multi modal features on two of Zalando’s unisex themed campaigns from 2022. LÄS MER