Sökning: "leveraging secondary associations"

Hittade 2 uppsatser innehållade orden leveraging secondary associations.

1. 1. How specialist firms sustain on a niche in aconcentrated industry. : A case-study of Belgian Craft-Breweries.

   Master-uppsats,

   Författare :Sébastien Dessaucy; Daniel Steinwandter Wippel; [2019]
   Nyckelord :Resource Partitioning; Niche Marketing; Coopetition; Niche Firms; Branding; Entrepreneurship; Entrepreneurial Marketing; Microbreweries; Craft beer.;

   Sammanfattning : Purpose – The purpose of this thesis is to understand how specialist firms develop in a concentrated industry by analyzing how microbreweries develop and operate on the Belgian market. Then, the literature reviewed used to build the theoretical foundation of this work is centered around the Resource Partitioning Theory and Niche Marketing Theory to explain this phenomenon. LÄS MER

3. 2. Spraying a New Trend : Exploring Branding Strategies Through the Volvo LifePaint Campaign

   Kandidat-uppsats, Högskolan i Jönköping/Internationella Handelshögskolan

   Författare :Viktoria Hansson; Maria Karlsson; Albin Larsson; [2016]
   Nyckelord :Branding; Customer-based brand equity; leveraging secondary associations;

   Sammanfattning : Background: The authors tentatively believe they have identified a new trend within branding, where an established brand launches a new and innovative product that is somehow related to the brand’s core values, interactively through a complementary marketing communication video. Support for the relevance to further investigate the identified trend can be found in academic literature. LÄS MER