Search for dissertations about: "brand ambassadorship"

Found 2 swedish dissertations containing the words brand ambassadorship.

  2. 1. Through the Looking Glass : An Identity-Based View of Place Branding

    Author : Carola Strandberg; Maria Ek Styvén; Åsa Wallström; Eric Braun; Luleå tekniska universitet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Place branding; identity-based place branding; place identity; place’s identity; places identity; places identities; place brand identity; place image; place brand image; self-congruity; self-congruence; place attachment; positive word-of-mouth; word-of-mouth; place advocacy; place ambassadorship; likelihood to stay; intention to stay; resident retention; stakeholders; residents; citizens; inhabitants; visitors; co-creators; co-creation; place brand; Industrial Marketing; Industriell marknadsföring;

    Abstract : Places of today face intense global competition for crucial resources. Attracting visitors and retaining residents is vital especially for post-industrial cities and rural places facing a loss of traditional industrial jobs, and urbanization and centralization of the population and economy. 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