Search for dissertations about: "corporate brand"

Showing result 1 - 5 of 22 swedish dissertations containing the words corporate 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. 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

  5. 3. Perceptual Alignment of Retail Brand Image in Corporate Branding: A study of employee perceived stakeholder alignment and effects on brand equity

    Author : Kaj-Dac Tam; Företagsekonomiska institutionen; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Perceptual alignment; retailing; corporate branding; retail brand image; brand equity; brand performance;

    Abstract : The term perceptual alignment is used in various research fields to describe the extent to which individuals share the same perceptions about an object or idea. Perceptual alignment is important from a corporate branding perspective because strong corporate brands express associations and sources of ideals that are attractive and appealing to the stakeholders related to the organisation. READ MORE

  6. 4. Tracing the drivers of B2B brand strength and value

    Author : Niklas Bondesson; Företagsekonomiska institutionen; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; industrial branding; Brand equity; business-to-business; consumer behaviour; brand image; brand strength; customer loyalty.; brand value;

    Abstract : By building a strong brand that is favourably perceived by target customers, a firm can establish a competitive advantage that enables greater revenues and profitability. This is at least what the branding literature always has assumed, and something few marketing and brand managers seem to disagree with. READ MORE

  7. 5. Internal corporate brand building : case studies of three Swedish service firms

    Author : Ted Karlsson; Luleå tekniska universitet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Industriell marknadsföring; Industrial Marketing;

    Abstract : The brand is often mentioned as the most valuable asset for a firm, and this is especially true for the brand that bears the company name, i.e., the corporate brand. READ MORE