Search for dissertations about: "brand study"

Showing result 1 - 5 of 123 swedish dissertations containing the words brand study.

  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. Managing the brand-association base : exploring facets of strategic brand management from the imaginary organization perspective : based on a semiotic study on the ASSESS CD-ROM by American Skandia

    Author : Henrik Uggla; Sören Askegaard; Stockholms universitet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Imaginary organization perspective; Brand management; signifier; signified connotation; denotation; Brand identity; Brand identity system; Brand image; Brand equity; Brand association base; visibility; endogenous; exogenous; Business Administration; företagsekonomi;

    Abstract : The aim of the present thesis is twofold. The first goal is to contribute to the understanding of collaborative facets of Strategic Brand Management of a brand identity in relation to the partner base from the perspective of a coordinating leader brand in the imaginary organization. READ MORE

  5. 3. 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

  6. 4. 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

  7. 5. Brand equity : an empirical study in the business-to-business context

    Author : Galina Ossipenko; Maria Bengtsson; Maria Holmlund-Rytkönen; Umeå universitet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Business studies; Företagsekonomi; företagsekonomi; Business Studies;

    Abstract : .... READ MORE