Sökning: "strategic brand management"

Visar resultat 6 - 10 av 155 uppsatser innehållade orden strategic brand management.

1. 6. Corporate Involvement in Charitable Engagements : Exploring the Dynamics of Corporate-Charity Collaborators

   Master-uppsats, KTH/Skolan för industriell teknik och management (ITM)

   Författare :Mikaela Jansson; Katarina Ölander Gür; [2023]
   Nyckelord :CSR; corporate-charity collaborations; sustainability reporting; charitable engagements;

   Sammanfattning : In today's business environment, organizations are expected to engage in Corporate Social Responsibility (CSR), which involves balancing their economic success with positive social and environmental impact. Collaborating with charitable organizations can be a way for companies to engage in socially responsible activities and given the increasing focus on CSR, there is a potential for an enhanced interaction between companies and charitable organizations. LÄS MER

3. 7. All publicitet är bra publicitet, eller?

   Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Frida Rödin; Anna Assarsson; [2023]
   Nyckelord :Brand communication; provocative marketing; attitudes; behaviours; brand equity; brand relationship; consumers; Social Sciences;

   Sammanfattning : Denna studie syftar till att bidra till en bredare bild av varumärkeskommunikation med fokus på sambandet mellan provokativ marknadsföring samt attityder och beteenden. Frågeställningarna är utformade för att undersöka potentiella konsumenters upplevelser av provokativ marknadsföring och hur de talar om det i förhållande till varumärket. LÄS MER

4. 8. Co-branding som strategi för småföretag och i relationen till deras kunder : En kvalitativ studie om varumärkessamarbeten

   Kandidat-uppsats, Södertörns högskola/Företagsekonomi

   Författare :Gabriela Valenzuela Rivera; Nour El Khadam; [2023]
   Nyckelord :co-branding; small businesses; qualitative study; brand equity; consumer behavior; brand building; brand associations; relationship marketing;

   Sammanfattning : The aim of this study is to understand how co-branding can be strategically implemented and its relevance in small business customer relationships. The study serves as a guide for small businesses striving to strengthen their brand and improve their customer relationships through strategic utilization of co-branding. LÄS MER

5. 9. “Crisis Creates Opportunities...?” : En kvalitativ studie inom banksektorn som studerar konsekvenserna av Swedbanks penningtvättskris

   Kandidat-uppsats, Södertörns högskola/Institutionen för samhällsvetenskaper

   Författare :Love Rindestad; Max Lundberg; [2023]
   Nyckelord :Brands; Brand and Crisis Management; Spillover; Banking Sector; Swedbank;

   Sammanfattning : This essay is about brands linked to the Swedish banking sector. The reason why this topic waschosen is based on the increased importance of the brand in global markets, where there isunfortunately a lack of studies that examine brands in the banking sector. LÄS MER

7. 10. Don't say the "S"word. The Impact of Buzzwords on Brand Trust.

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Lina Radilovic; August Strom; Salomé Morel Cavailhes; [2023]
   Nyckelord :Buzzword; sustainability; linguistics; brand image; brand trust; relationship management; brand loyalty.; Business and Economics;

   Sammanfattning : Purpose: To investigate the impact of buzzwords on consumers' perceptions of marketing messages and their impact on brand trust. Design/methodology/approach: This paper adopts a qualitative and quantitative research method. LÄS MER