Sökning: "parent brand"

Visar resultat 1 - 5 av 28 uppsatser innehållade orden parent brand.

1. 1. “MED KODEN FAMILJ10 FÅR NI 10% RABATT PÅ…” En kvalitativ innehållsanalys av barns involvering i familjevloggares betalda samarbeten på YouTube

   Kandidat-uppsats, Göteborgs universitet/Institutionen för journalistik, medier och kommunikation

   Författare :Martina Davitkova; Hanna Eklund; Ella Engberg; [2023-03-10]
   Nyckelord :kommersiell sharenting; familjevloggare; YouTube; influencers; främre regionen; bakre regionen; fasad; intrycksstyrning; självpresentation; barn; utsända uttryck; överförda uttryck;

   Sammanfattning : EXECUTIVE SUMMARY In the early 2000s, the rise of the influencer industry began. An influencer refers to a person with influence and the ability to influence their audience to consume certain products or perform a specific action. LÄS MER

3. 2. From Streaming to Evoking That Extra Feeling

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Rebecka Kullenberg; Andrés Emilio Garcia Raffo; [2023]
   Nyckelord :Brand Attachment; Brand Experience; Brand Extensions; Consumer Attitude; Streaming Services; Business and Economics;

   Sammanfattning : This study aims to investigate how brand extensions within streaming services affect consumers’ attitudes and emotional attachment to the parent brand. Beyond fit and quality, we provide an explanation of the connection between brand extensions, emotional attachment, and consumer attitude. LÄS MER

4. 3. Overstretching the Corporate Brand: How to Guide the Brand Image When Extending the Brand?

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Nikolai Kozhevnikov; Sofia Rosin; Daniel Castro Jimenez; [2022]
   Nyckelord :Brand Extension Strategy; Brand Overstretching; Brand Portfolio Management; Brand Authenticity; Brand Image; Business and Economics;

   Sammanfattning : Purpose: This paper aims to research how large corporations with diverse brand portfolios navigate their brand image and how they can avoid the brand overstretching issue. Design/methodology/approach: The methodology of this study implied qualitative case study analysis of three international brands imposed to the risk of brand overstretching, supported by the customer survey, as well as proposed theoretical framework based on the literature review secondary data. LÄS MER

5. 4. Volvo Cars IPO - A case study of Geely's decision and process to list Volvo Cars on Nasdaq Stockholm

   D-uppsats, Handelshögskolan i Stockholm/Institutionen för finansiell ekonomi

   Författare :Andrew Kennedy; Yu Liu; [2022]
   Nyckelord :Swedish IPO; Corporate finance; Raising capital; Foreign ownership; Automotive OEM;

   Sammanfattning : On 29 October 2021 Volvo Car AB began trading on the Nasdaq Stockholm exchange. The listing was the culmination of 5 years of attempted corporate actions, pivoting through an aborted IPO attempt in 2018, an abandoned merger with its parent Geely Auto in 2020, and finally the successful listing itself. LÄS MER

7. 5. The Odd Couple

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Jesper Gunnarsson; Lukas Morneweg; [2022]
   Nyckelord :Unconventional Brand Collaborations; perceived fit; brand partnerships; consumer culture perspective; Gen Z; Business and Economics;

   Sammanfattning : The purpose of this research is to explore the phenomenon of Unconventional Brand Collaborations from a consumer culture perspective and discover the factors that make them appealing to Gen Z. Hence, this study aims to give another perspective than the one given by previous literature on brand collaborations, which emphasizes the need for a high perceived fit between the parent brands. LÄS MER