Search for dissertations about: "brand as a marketing tool"

Showing result 1 - 5 of 10 swedish dissertations containing the words brand as a marketing tool.

2. 1. A Value Co-Creation Perspective on Customer-Based Brand Equity Modelling for Tourism Destinations : A case from Sweden

   Author : Tatiana Chekalina; Matthias Fuchs; Maria Lexhagen; William C. Gartner; Mittuniversitetet; []
   Keywords : Destination branding; customer-based brand equity; value co-creation; value-in-use; Åre; linear structural equation modelling;

   Abstract : Tourism destinations all over the world increasingly embrace marketing and branding practices traditionally utilized by businesses. However, the literature on customer-based brand equity modelling and measurement for tourism destinations lacks the conceptual understanding of the complex relationships between tourists and the destination brand. READ MORE

4. 2. Elusive intangibles : Exploring the experience of authenticity in product development

   Author : Per Kristav; Innovation; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Produkt och and varumärkesupplevelse; produkt och varumärkesvärde; produkt och varumärkesautenticitet; produkt och varumärkesbetydelse; abstrakta produktegenskaper.; Product experience; Brand experience; Product value; Brand value; Product Authenticity; Brand authenticity; Product meaning; Brand meaning; Product intangibles;

   Abstract : When consumers buy a new product, they have expectations about what that product will deliver. The consumer’s rational reasoning may try to ascertain whether the technical performance of the product will be fulfilled. Nevertheless, the final word is often subjective. READ MORE

5. 3. 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

6. 4. Electronic consumer communication, word of mouth and brand image : insights from computer-aided content analysis

   Author : Mana Farshid; Yolanda Jordaan; Luleå tekniska universitet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Industriell marknadsföring; Industrial Marketing; Elektronisk handel; Electronic Commerce;

   Abstract : Social media has changed how organizations and their brands interact with their customers and how business gets done. Not only can organizations reach their customers online and interact with them but they can even become part of their customers’ conversations. READ MORE

7. 5. Exploring Branded Flash Mobs : A study of the impact of branded flash mobs on consumer behavior and consumer experience

   Author : Philip Grant; Esmail Salehi-Sangari; Gerarad Prenderjast; KTH; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; branded entertainment; flash mob; consumer behaviour; guerilla marketing; viral marketing; brand equity; Aad; Nationalekonomi; Economics;

   Abstract : The desire of every marketer is to develop and maintain strong customer relationships. One way this can be accomplished is through effective advertising. Marketers have recently begun to brand flash mobs as a way to effectuate strong brand relationships. READ MORE