Search for dissertations about: "communication brand"

Showing result 1 - 5 of 39 swedish dissertations containing the words communication brand.

2. 1. Brand Trust : Corporate communications and consumer-brand relationships

   Author : Clara Gustafsson; Per-Olof Berg; Janet L. Borgerson; Douglas B. Holt; Stockholms universitet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand; Trust; Consumer; Corporate Brand; Relationship; Communication; Asymmetrical Reciprocity; Faithful Shielding; Business studies; Företagsekonomi; Business Administration; företagsekonomi;

   Abstract : In the wake of well-known instances of corporate misconduct – for example Enron in the U.S., and Skandia in Sweden – consumers ask for more transparent corporate brand practices to make corporate brands trustworthy. READ MORE

4. 2. Strategic communication at the organizational frontline : Towards a better understanding of employees as communicators

   Author : Rickard Andersson; Institutionen för strategisk kommunikation; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; employees as communicators; communication role; communication responsibility; communicative practice; employee communication; brand ambassadorship; strategy as discourse;

   Abstract : The idea of employees as important (strategic) communicators has emerged in both strategic communication theory and practice during the 21st century. Researchers increasingly urge managers to consider employees as important communicators, and employees’ communication role is increasingly formalized as organizations explicate the importance of all employees taking responsibility for communication in strategies and policies. READ MORE

5. 3. Transfer of brand associations over time : the brand extension of Nivea

   Author : Kaisa Lund; Helén Anderson; Tomas Müllern; Mats Urde; Linnéuniversitetet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand extension; Brand associations; Brand personality; Marketing; Marknadsföring;

   Abstract : Brand extension has been the source of strategic growth for many firms during recent decades. Introducing new products under existing brand names is one way to use the image of a brand name to enter new markets. READ MORE

6. 4. Public sector branding : an internal brand management perspective

   Author : Ulrika Leijerholt; Peter Hultén; Galina Biedenbach; Lars Erling Olsen; Umeå universitet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; public sector branding; internal brand management; internal branding; organizational branding; brand commitment; brand architecture; internal communication; organizational practices; public service motivation; företagsekonomi; Business Studies; marketing; marknadsföring;

   Abstract : The increased use of branding within the public sector signifies an important area for academic research that currently lacks theory and empirical evidence; public sector branding. Extant literature paints a scattered picture. On one hand, some branding principles appear to be equally relevant in the public sector as they are in the private sphere. READ MORE

7. 5. Good Guys : A Cultural Semiotic Study of the Print Advertising of the Oil Industry (1900-2000)

   Author : Pamela Vang; Jan Anward; Angelika Linke; Heidrun Kämper; Linköpings universitet; []
   Keywords : Oil industry; brand; print advertisements; communication; cultural semiotics; dialogism; myth; rhetoric; 20th century; Oljeindustrin; branding; tryckta annonser; kommunikation; kultursemiotik; dialogism; myt; retorik; 1900-talet;

   Abstract : Oil is central to our lives and is the source of many of the conveniences that we take for granted. It can bring wealth and prosperity to individuals and to nations, but is also a source of political conflict and the consequences of its impact on the environment are only now beginning to be fully recognised. READ MORE