Search for dissertations about: "brands"

Showing result 1 - 5 of 73 swedish dissertations containing the word brands.

  1. 1. Consumers and Mixed-Brands: On the Polysemy of Brand Meaning

    University dissertation from Lund Business Press

    Author : Anders Bengtsson; Lund University.; Lunds universitet.; [2002]
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Food; Co-branding; Mixed-brands; Brand Relationships; Symbolic Consumption; Meaning; Brands; Consumers; Commercial and industrial economics; Industriell ekonomi;

    Abstract : Brands have become one of the most discussed phenomena of marketing research in recent years. They are ubiquitous in the marketplace and virtually impossible for consumers to avoid. READ MORE

  2. 2. In-Between Brands Exploring the Essence of Brand Portfolio Management

    University dissertation from Stockholm : Företagsekonomiska institutionen

    Author : Daniel Filipsson; Stockholms universitet.; [2008]
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; brand portfolio management; brand leverage; brand extension; co-branding; ingredient branding; in-between brands; migration and iteration.; SOCIAL SCIENCES Business and economics Business studies; SAMHÄLLSVETENSKAP Ekonomi Företagsekonomi; Business Administration; företagsekonomi;

    Abstract : During the past two decades research has shown that brands are among a company’s most valuable assets. However, in today’s competitive landscape, it is not enough to just create strong brands. The focus lies rather in managing a range of brand lever-age strategies within complex brand portfolios. READ MORE

  3. 3. The Way Brands Work: Consumers' understanding of the creation and usage of brands

    University dissertation from Lund Business Press

    Author : Jon Bertilsson; Lund University.; Lunds universitet.; [2009]
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; cynicism; status positions; brands; Consumers; understanding; micro level interactions; construction; social structure; content;

    Abstract : During the recent years the concept or phenomenon of brands and the importance ascribed to them by the traditional marketing discourse seems to have spread to the every day discourse of ordinary consumers. Consumers are therefore thought to posses some kind understanding of how brands as a phenomenon work. READ MORE

  4. 4. The Impact of User Weight on Brands and Business Practices in Mass Market Fashion

    University dissertation from Göteborg : Göteborgs universitet

    Author : Ulf Aagerup; Göteborgs universitet.; Gothenburg University.; [2010]
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; brands; brand personality; user imagery; assortments; fashion; fashion retailing;

    Abstract : Overweight people claim to be mistreated by the fashion industry. If they were, it would be in line with branding theory supporting the idea of rejecting fat consumers to improve user imagery for fashion brands. However, fashion companies do not confess to such practices.To shed some light on the subject, I have conducted two studies. READ MORE

  5. 5. The Rise of Luxury Brands Online : A study of how a sense of luxury brand is created in an online environment

    University dissertation from Stockholm : School of Business, Stockholm University

    Author : Anita Radón; Stockholms universitet.; [2010]
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SOCIAL SCIENCES Business and economics Business studies; SAMHÄLLSVETENSKAP Ekonomi Företagsekonomi; företagsekonomi; Business Administration; Luxury; Luxury Brands; Brand Image; Brand Identity; Internet; Online Environment; Communities; Counterfeits.;

    Abstract : Luxury brands have only recently tapped into the online market in an attempt to increase revenues and expand their businesses. This leap onto the online world has resulted in several new challenges, including the luxury brand paradox. READ MORE