Search for dissertations about: "Brand choice"

Showing result 1 - 5 of 16 swedish dissertations containing the words Brand choice.

  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. 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. Supplier brand image - a catalyst for choice : Expanding the B2B brand discourse by studying the role corporate brand image plays in the selection of subcontractors

    Author : Anna Blombäck; Jönköping University; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Business studies; Företagsekonomi;

    Abstract : This thesis discusses brands and branding in a B2B context by investigating the role corporate brand image plays during the selection of subcontractors and, furthermore, how subcontractors might pursue branding as an active communication strategy. The background for these questions can be found in the evolving topics of corporate communications and B2B branding. READ MORE

  6. 4. The development of the Situated Phoneme (SiP) test : A Swedish test of phonemic discrimination in noise for adultpeople with hearing loss

    Author : Erik Witte; Elina Mäki-Torkko; Susanne Köbler; Jonas Ekeroot; Karolina Smeds; Thomas Brand; Örebro universitet; []
    Keywords : MEDICIN OCH HÄLSOVETENSKAP; MEDICAL AND HEALTH SCIENCES; hearing impairment; speech audiometry; phonemic discrimination; realistic masking noise; critical differences; Swedish;

    Abstract : In the current thesis, a Swedish phoneme-level speech-audiometric test in natural background noise was developed. The test is called the Situated Phoneme (SiP) test. READ MORE

  7. 5. Brand choice in goal-derived categories : what are the determinants?

    Author : Fredrik Lange; Handelshögskolan i Stockholm; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES;

    Abstract : The common view of brand choice in consumer marketing is that brands compete against each other within a specified product category. For example, different coffee brands are compared and evaluated by consumers and the most preferred brand is selected. READ MORE