Sökning: "conceptual framework for marketing"

Visar resultat 1 - 5 av 114 uppsatser innehållade orden conceptual framework for marketing.

1. 1. The Implementation of a Sustainable Corporate Brand: How to Implement a Sustainable Corporate Brand by the Management of a Retail Organization Through Rebranding

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Julie Melchior Eide; Henriette Grønlund Christensen; [2023]
   Nyckelord :Sustainability; corporate branding; corporate rebranding; internal corporate rebranding; strategy as practise; sustainable corporate brands; Business and Economics;

   Sammanfattning : Title: The Implementation of a Sustainable Corporate Brand: How to Implement a Sustainable Corporate Brand by Management of a Retail Organization Through Rebranding Date of the Seminar: 2nd of June 2023 Course: BUSN39 Degree Project in Global Marketing Authors: Henriette Grønlund Christensen and Julie Melchior Eide Supervisor: Veronika Tarnovskaya Keywords: Sustainability, corporate branding, corporate rebranding, internal corporate rebranding, strategy as practise, sustainable corporate brands Purpose: The purpose of this thesis is to understand how a sustainable corporate brand is implemented by management of a retail organization through rebranding. Therefore, the thesis relates corporate rebranding to sustainability with the aim to understand the process from going from a corporate brand to a sustainable corporate brand. LÄS MER

3. 2. Love is all you need - Defining the concept of love brands

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Lisa Lindenmeyer; Franziska Seifried; Alma Varga; [2023]
   Nyckelord :brand love; brand-customer relationship; brand loyalty; love brands; Business and Economics;

   Sammanfattning : Purpose: The term “love brand” has recently become a buzzword among marketing practitioners. Therefore, the purpose of this paper is to define this concept, its elements, and how customers express the love they feel towards their love brand(s) in order to create a shared understanding among practitioners and the academic world. LÄS MER

4. 3. Second hand + Online + Gen Z = TRUE : A quantitative study on the motivations behind second-hand shopping for clothes online

   Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/Företagsekonomi

   Författare :Amanda Häggmark; Fanny Olofsson; [2023]
   Nyckelord :Online shopping second-hand; Generation Z; Impulse Buying Tendency; Perceived Risk; Shopping Motives;

   Sammanfattning : The environmental issues in the world are critical and sustainability becomes more important. There is a certain lack in the textile industry, where the production of clothes is responsible for water pollution, landfill waste and greenhouse gas emission. LÄS MER

5. 4. Bankens roll vid generationsskifte av skogsfastigheter : en studie av intressenters tjänstebehov

   Master-uppsats, SLU/Dept. of Forest Economics

   Författare :Alice Sjölund; [2023]
   Nyckelord :fallstudie; fastighetsöverlåtelse; finansiell rådgivning; relationsmarknadsföring; semistrukturerade intervjuer; tjänstekvalitet;

   Sammanfattning : Sveriges totala landareal består av cirka 28 miljoner hektar skogsmark. Tillsammans äger cirka 311 000 privata skogsägare drygt 50 procent av den svenska skogsarealen. Ägarbyten bland dessa skogsfastigheter sker kontinuerligt. LÄS MER

7. 5. The Overlooked Generation Online: Older Consumers and their attitudes toward Facebook advertising - : A quantitative study examining the factors affecting older consumers' attitudes toward Facebook advertising

   Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

   Författare :Rebecca Haddad; Ida Stigfur Strand; [2023]
   Nyckelord :Facebook Advertising; Social Media; Advertising Attitudes; Older consumers;

   Sammanfattning : Although digital marketing and social media advertising for the past decades has become an integral factor for commercial companies in order to succeed, the group of older consumers seems to have been overlooked. The purpose of this study was to explore and increase the understanding about how Facebook advertising better can be utilized for older consumers [55+] in order to provide professionals with insights about how to better capture this opportunity. LÄS MER