Sökning: "brand salience"

Visar resultat 1 - 5 av 9 uppsatser innehållade orden brand salience.

  1. 1. Understanding The Motives Of Scandinavian Retail Companies CSR-efforts At Their Offshore Suppliers

    Kandidat-uppsats, Göteborgs universitet/Företagsekonomiska institutionen

    Författare :Vendela Axelsson; David Löfven; [2023-06-28]
    Nyckelord :Sustainability ⋅ Business ethics ⋅ Supply chain ⋅ CSR ⋅ Scandinavian Retail Industry;

    Sammanfattning : Corporate Social Responsibility (CSR) has gained substantial significance in recent years, driven by the growing societal emphasis on sustainability. Businesses are now expected to contribute to social and environmental goals alongside economic performance. LÄS MER

  3. 2. Building Brand Equity in B2B Service Industry : Examination of the Servbrand Framework in Logistics Industry

    Master-uppsats, Karlstads universitet/Handelshögskolan (from 2013)

    Författare :Oğuzhan Bilgili; Dilara Fulya Egesoy; [2021]
    Nyckelord :brand equity; logistics branding; industrial branding; service branding;

    Sammanfattning : This study investigates a debatable subject of branding; building brand equity in industrial service markets, particularly within the logistics service industry. The extant literature provided many brand equity models, the brand resonance pyramid being the most predominant one. LÄS MER

  4. 3. Attracting women in the war for talent: The impact of gender diversity in recruitment advertisements

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

    Författare :Elin Hofmann; Alma Holst; [2018]
    Nyckelord :recruitment advertising; gender diversity; relational demography; signalling theory; tokenism theory;

    Sammanfattning : With a gender diverse talent pool and prophecies of gender diversity levering organisational efficiency and superior performance, why are today's corporations failing to present gender diverse organisations? As business leaders blame a lack of female applicants, examining the efficiency of popular attempts to attract female talent is of great interest. Despite a shared notion among organisations that portraying a diverse workforce in recruitment advertisements widens the pool of applicants, little is known about the impact gender diverse ads have on prospective applicants. LÄS MER

  5. 4. Business-to-Business Brand Pathos - Exploring Brand Fellowship in B2B Communication

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Sebastian Zierke; Chris Young; [2017]
    Nyckelord :Business-to-Business; rhetorical appeals; ethos; logos; pathos; CBBE; Brand Fellowship; B2B Brand Pathos; brand communication; JCB; Business and Economics;

    Sammanfattning : Purpose: The purpose of this master thesis was to explore, define and characterise the phenomenon of Brand Fellowship within business-to-business (B2B) communication by using the rhetorical appeals of ethos, logos and pathos. Brand Fellowship was observed to be the emotional relationship between man and machine that influences how heavy-duty machine companies construct their brand. LÄS MER

  7. 5. "A content recipe for the gourmand": digital content marketing success preconditions in the food industry and their contribution to brand performance

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

    Författare :Jonathan Enochsson; Elena Degtyareva; [2014]
    Nyckelord :digital content marketing; primary and secondary success factors; primary factors sub-variables; content attitude; brand attitude;

    Sammanfattning : Digital content marketing (DCM) as a marketing instrument is steadily developing and clearly on the rise. Nowadays, food producers are ready to allocate higher budgets and exploit different DCM techniques to reach their marketing goals. LÄS MER