Search for dissertations about: "brand building"

Showing result 1 - 5 of 47 swedish dissertations containing the words brand building.

  2. 1. Brand building in the business-to-business context : The brand equity perspective

    Author : Galina Biedenbach; Maria Bengtsson; Peter Hultén; Joakim Wincent; George Christodoulides; Umeå universitet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand building; brand equity; brand management; business-to-business; customer experience; organizational buying behavior; professional services; rapport; role behavior; företagsekonomi; Business Studies;

    Abstract : The main purpose of this doctoral dissertation is to investigate factors affecting B2B brand building by applying the brand equity perspective in the professional services context. Three peer-reviewed and published articles and one book chapter examine different aspects related to the enhancement of brand equity and brand building in the B2B context. 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. 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

  6. 4. 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

  7. 5. Low Portland cement content concretes at freezing and subfreezing temperatures

    Author : Ankit Kothari; Andrzej Cwirzen; Hans Hedlund; Karin Habermehl-Cwirzen; Aleksandra Radlinska; Luleå tekniska universitet; []
    Keywords : TEKNIK OCH TEKNOLOGIER; ENGINEERING AND TECHNOLOGY; TEKNIK OCH TEKNOLOGIER; ENGINEERING AND TECHNOLOGY; Byggmaterial; Building Materials;

    Abstract : Concrete is the most used building material. With the increasing growth of industries and urbanization globally; the demand for concrete is increasing significantly. Ordinary Portland Cement (PC) is the binder used to produce typical concrete. Unfortunately, for every ton of manufactured cement about 0. READ MORE