Sökning: "multi brand strategy"

Visar resultat 1 - 5 av 37 uppsatser innehållade orden multi brand strategy.

  1. 1. CSR EMBEDDED IN THE CORPORATE DNA : A QUALITATIVE CASE STUDY OF CSR-BRANDING AND SUSTAINABILITY REPORTING WITHIN A NORDIC MULTI-BRAND ORGANIZATION IN THE BEAUTY INDUSTRY

    Magister-uppsats, Umeå universitet/Företagsekonomi

    Författare :Emelie Rantatalo; Linda Jonsson; [2023]
    Nyckelord :corporate social responsibility; corporate branding; CSR- branding; sustainability reporting; stakeholders;

    Sammanfattning : CSR-branding has gained recognition and promotes organizations to incorporate CSRinitiatives into their branding strategies. Conversely, executing an effective CSR-brandingstrategy presents challenges such as aligning relevant initiatives with the corporate brand,assessing internal resources, and engaging external stakeholders. LÄS MER

  3. 2. "Take a stand or stay seated": A framework of essential prerequisites for companies considering whether or not to implement a Brand Activism strategy

    L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Mathea Talene Herzberg; Louisa Krischkowsky; Julius Grigaliunas; [2023]
    Nyckelord :Brand Activism; Brand Management; Corporate Social Responsibility; Business and Economics;

    Sammanfattning : Purpose: Brand Activism is a phenomenon that only recently became an area of greater interest. The aim of this paper is to follow a call for research and develop a framework that aids brand managers and other decision makers to identify essential prerequisites that their brand should have in place to increase the likelihood for successful Brand Activism. LÄS MER

  4. 3. Generation Z and brand loyalty: the influence of Gen Z specific expectations on attitudinal and behavioural loyalty

    Magister-uppsats, Umeå universitet/Företagsekonomi

    Författare :Nine Cagnin; Manon Nicolas; [2022]
    Nyckelord :Generation Z; brand loyalty; attitudinal; behavioural; ethics; omnichannel experience; value for money; entertaining content; authenticity;

    Sammanfattning : Background - Generation Z is the future larger group of consumers. Members of thisgeneration are key in the strategy of brands to remain competitive in the long-term. Buttheir loyalty is more difficult to get compared to other generations. It is assumed that itis linked to their specific expectations and the way brands handle them. LÄS MER

  5. 4. Challenges faced by Chinese Brands in Internationalisation – Taking ‘Anta’ as an Example.

    Kandidat-uppsats,

    Författare :Fu Luomanni; Yang Liying; Wu Lisuichao; [2022]
    Nyckelord :Brand Internationalisation; Internationalisation; Anta company; Sportswear; China; MNEs; MNCs.;

    Sammanfattning : Background: Since the Go Global policy in 1999, Chinese firms have been growing and expanding exponentially in the global market. The internationalisation of Chinese firms has attracted not only business partners, policy makers but also researchers with their unconventional process and method. LÄS MER

  7. 5. Synen på ZYN : En studie om relationen mellan varumärke och konsumenters uppfattning

    Kandidat-uppsats, Uppsala universitet/Medier och kommunikation

    Författare :Lina Ericsson; Iman Awelker; [2021]
    Nyckelord :Communication; Swedish Match; ZYN; corporate identity; brand identity;

    Sammanfattning : The purpose of this study is to examine the organization Swedish Match and their nicotine brand ZYN. Swedish Match is a firm that develops, manufactures and sells “snus” and other similar products. LÄS MER