Search for dissertations about: "International Marketing and Brand Management"

Found 3 swedish dissertations containing the words International Marketing and Brand Management.

  2. 1. Place-of-Origin Effects on Brand Equity : Explicating the evaluative pertinence of product categories and association strength

    Author : Mikael Andéhn; Fredrik Nordin; Per-Olof Berg; Mats E. Nilsson; Leif E. Hem; Stockholms universitet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Country-of-origin; Association Strength; Product Category; Brand Equity; Place; Business Administration; företagsekonomi;

    Abstract : The country-of-origin effect - the alteration of judgment derived from an association to a place, is a much studied phenomenon with great potential implications for brand management and international marketing. However, in light of criticism towards the lack of conceptual development the extant literature, the relevance of the effect has been brought into question. READ MORE

  4. 2. Towards a methodological design for evaluating online brand positioning

    Author : Robert Opoku; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Industrial Marketing; Industriell marknadsföring;

    Abstract : Several studies have pointed to the fact that continued progress in content analysis research requires researchers to confront several challenges to developing reliable and valid analyses of World Wide Web based content. In line with the above, the core objective of this thesis is to develop and illustrate a relatively simple but powerful tool to examine the intended online brand personality positioning of organisational websites. READ MORE

  5. 3. One size fits all? Understanding shopper responses towards integration activtites in omnichannel retailing

    Author : Angelica Blom; Handelshögskolan i Stockholm; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES;

    Abstract : Contemporary shopper journeys often entail myriad interactions, including online or offline stores, smartphone applications, social media platforms and mass communication. Shoppers typically expect to shop seamlessly across interactions, leading retailers to develop omnichannel strategies focused on integrating such interactions. READ MORE