Search for dissertations about: "marketing, consumer, brand"

Showing result 1 - 5 of 34 swedish dissertations containing the words marketing, consumer, brand.

  2. 1. Brand Architecture from Above : Understanding the Customer Disconnect

    Author : Per Åsberg; Henrik Uggla; Mats Urde; KTH; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand portfolio; Brand architecture; perceptual alignment; consumer perception; Brand Concept Map; Brand Portfolio Star; Conceptual Integrated Multi-dimensional Architecture CIMA model; Industrial Economics and Management; Industriell ekonomi och organisation;

    Abstract : Global business is transforming. Information technology in general, and the Internet specifically, has globalized business and empowered the consumer with more information and choice than ever before. Consequently, academic research into brand portfolios and brand architecture is faced with new challenges to reflect this changing reality. READ MORE

  4. 2. Online brand relationship building : Asia pacific perspectives

    Author : Peter Steyn; Victoria L. Crittenden; Luleå tekniska universitet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Online Brand Communications; Consumer Empowerment; Information Technology; Online Brand Relationship Building; Consumer Generated Content; Internet; Bloggers; Industriell marknadsföring; Industrial Marketing;

    Abstract : Information technology is empowering consumers through the availability of information, interactivity of online communication tools, and the connectivity with others. The newly empowered consumer is a co-creator of brand communications and is rapidly developing a sense of co-ownership in brands. READ MORE

  5. 3. Brand Sensuality and Consumer-Based Brand Equity

    Author : Clarinda Rodrigues; Bertil Hultén; Portugal University of Porto; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Marketing; Marknadsföring;

    Abstract : Contemporary branding and sensory marketing literature stresses the significance and positive impact of sensory dimensions through brand sensuality in relation to brand experiences within a value-generating process. Moreover, it also accounts for the need to fulfill a research gap concerning how sensory dimensions contribute to enhance consumer-based brand equity when consumers experience products and services. 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. Harmonising value in a car’s interior using sensory marketing as a lens

    Author : Andreas Eklund; Adele Berndt; Klaus-Peter Wiedmann; Linnéuniversitetet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; brand experience; brand image; sensory cues; sensory marketing; and service-dominant logic SDL ; Marketing; Marknadsföring;

    Abstract : The human senses have always influenced people’s perceptions of thesurrounding environment and objects. As a consequence of the evolvement ofthe experience economy, research on the human senses has increasedsubstantially and attracted scholars from various research domains, includingsensory marketing. READ MORE