Sökning: "brand personality scale."

Visar resultat 1 - 5 av 18 uppsatser innehållade orden brand personality scale..

1. 1. Är företaget rött och sött?

   Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Sarah Johansson; Jacob Gullers; Pontus Mingert; [2021]
   Nyckelord :Brand Personality; Brand Personality Scale; BPS; Färg; Colour; Kultur; Culture; Business and Economics;

   Sammanfattning : Uppsatsens titel: Är företaget rött och sött? - En kvantitativ studie kring färg och varumärkespersonlighet Seminariedatum: 2021-06-02 Ämne/Kurs: FEKH29, Kandidatuppsats i Marknadsföring, 15 hp Författare: Jacob Gullers, Sarah Johansson, Pontus Mingert Handledare: Johan Gromark Nyckelord: Brand Personality, Varumärkespersonlighet, Färg, Kultur Syfte: Syftet med studien är att undersöka om logotypens färg eventuellt kan varieras med varumärkespersonlighet. Metod: Kvantitativ metod, deduktiv ansats, tvärsnittsstudie. LÄS MER

3. 2. How weird elements in brand communication can strengthen brand intimacy.

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Yingting Zhang; Francesco Carlino; Undine Himmelsbach; [2021]
   Nyckelord :Brand Communication; Advertisement; Brand Identity; Brand Personality; Elements of Weirdness; Elements of Surprise; Brand Rejuvenation; Brand Positioning; Brand Intimacy; Brand Rhetoric.; Business and Economics;

   Sammanfattning : Abstract Purpose: The purpose of this paper is to explore “weird elements” as part of brand communication in relation to brand intimacy. To define the purpose more precisely, this paper will focus on four specific research questions with reference to the selected case examples: 1. Which message is conveyed? 2. LÄS MER

4. 3. Follow, Like and Share the Leader: Examining SMI Marketing through the Lense of Personality Cults

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Liam Silva Vail; [2020-06-23]
   Nyckelord :Social Media Influencer; Cult of Personality; SMI marketing; Digital Cults of Personality;

   Sammanfattning : Purpose: As marketing campaigns are using social media influencers (SMI) more and more, this thesis examines if the psychological underpinnings in the follower-leader dynamic in cults of personality (CoP) can help explain the behaviour of those who follow SMIs and if this leads to better marketing performance. Method: This report utilizes a quantitative, survey-based approach to test a wide spectrum of social media users. LÄS MER

5. 4. Follow, Like and Share the Leader: Examining SMI Marketing through the Lense of Personality Cults

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Liam Silva Vail; [2020-06-16]
   Nyckelord :Social Media Influencer; Cult of Personality; SMI marketing; Digital Cults of Personality 1;

   Sammanfattning : Purpose: As marketing campaigns are using social media influencers (SMI) more and more, this thesis examines if the psychological underpinnings in the follower-leader dynamic in cults of personality (CoP) can help explain the behaviour of those who follow SMIs and if this leads to better marketing performance. Method: This report utilizes a quantitative, survey-based approach to test a wide spectrum of social media users. LÄS MER

7. 5. Communication works for those who work at it – John Powell, An empirical study investigating the influence of corporate brand identity on brand performance

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Vanja Johnsson; Adrienne Daudi; [2020]
   Nyckelord :Corporate brand identity; brand performance; corporate branding; brand management; Social Sciences;

   Sammanfattning : In recent years, corporate branding and its potential benefits on brand performance has become an increased area of interest for both researchers and communication professionals. This study aims to deepen and increase knowledge about the concept of corporate brand identity and its influence on brand performance in the communications sector and answer the research question; How do the dimensions of corporate brand identity influence brand performance within the communications sector? To achieve this, a quantitative approach was employed and the B2B service brand identity scale as well as the Brand performance scale was used to measure the influence through a digital survey in 14 Swedish agencies with a total of N=105 respondents. LÄS MER