Sökning: "desired brand image"

Visar resultat 1 - 5 av 35 uppsatser innehållade orden desired brand image.

  1. 1. 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

  3. 2. Addressing financial gender (in)equality with advertisements - A no or a go? : A qualitative study on how the commercial bank DNB's use of femvertising influences female consumers and their image of the brand

    Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/Företagsekonomi

    Författare :Elvira Nordin; Elin Nygren; [2022]
    Nyckelord :Femvertising; Femwashing; Advertising; Financial Gender Equality; Brand Image; Brand Activism; CSR;

    Sammanfattning : Whilst gender equality has moved forward in recent years in Scandinavian countries like Norway and Sweden, there are still significant financial gaps between the genders. According to several scholars, women tend to invest less than men, which leads to consequences such as women having less financial capital wealth and lower pensions. LÄS MER

  4. 3. Visualizing Strategic Value in CVC - an Impossibility or Solely a Consequence of Inadequate Practices?

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

    Författare :Filippa Dunér; Melvin Olsson; [2022]
    Nyckelord :Corporate venture capital; Performance measurement; Strategic value; Key performance indicators; Automotive industry;

    Sammanfattning : This paper presents empirical findings from a multiple case study inspired by a transactional design on strategic value within the field of corporate venture capital (CVC), motivated by its increasingly prominent role in enhancing the strategy of large corporations. Steered by an identified lack of knowledge about how to concretize and measure the strategic value created by CVC firms, the paper contributes with a conceptual framework primarily directed to the automotive industry. LÄS MER

  5. 4. Upplevelser av butiksatmosfärer med materiella och immateriella faktorer i fokus : En fallstudie av Porsche Center i Segeltorp och i Malmö

    Kandidat-uppsats, Södertörns högskola/Företagsekonomi

    Författare :Celine Lindberg; Filippa Forsstedt; [2021]
    Nyckelord :Porsche; sensory strategies; sensory experiences; sensory marketing; brand image; customer experiences; perception; senses; retail atmospherics; retail environments; consumer behavior.; Porsche; sinnesstrategier; sinnesupplevelser; sinnesmarknadsföring; varumärkesimage; kundupplevelser; perception; sinnen; detaljhandelsatmosfär; detaljhandelsmiljöer; konsumentbeteende.;

    Sammanfattning : The aim of the bachelor’s thesis is to examine whether the atmospheric experience differs between two different stores within the same brand, depending on tangible and intangible elements. The authors have focused on how certain selected elements have been implemented in the store environments, to identify whether these can steer the atmospheric experience in different directions. LÄS MER

  7. 5. Transition of non-production facilities towards carbon-neutrality A Case Study- Volvo CE’s Customer Center

    Master-uppsats, Linköpings universitet/Energisystem

    Författare :Abdulhamid Aliahmad; Aisiri Mohan; [2020]
    Nyckelord :Carbon Neutrality; GHG protocol; Greenhouse Gases GHG ; Attributional life cycle assessment aLCA ; Consequential life cycle assessment cLCA ; Carbon Dioxide CO₂ .;

    Sammanfattning : Research on historical developments that lead to the establishment of global organizations for climate change has shown that the phenomenon of surface temperature is not a new topic of focus. Increased policy restrictions, brand image, fear of resource scarcity, growing market trends towards sustainability and consumer awareness are among the several external factors that have influenced the growing research in corporate transition towards carbon neutrality. LÄS MER