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Showing result 1 - 5 of 99 swedish dissertations matching the above criteria.

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

   Author : Anders Bengtsson; Företagsekonomiska institutionen; []
   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

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

   Author : Daniel Filipsson; Sten Söderman; Henrik Uggla; Frans Melin; Stockholms universitet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; brand portfolio management; brand leverage; brand extension; co-branding; ingredient branding; in-between brands; migration and iteration.; Business studies; 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

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

   Author : Jon Bertilsson; Företagsekonomiska institutionen; []
   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

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

   Author : Ulf Aagerup; Rita Mårtenson; Sweden Gothenburg Economics and Law University of Gothenburg Department of Business Administration School of Business; []
   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

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

   Author : Anita Radón; Per Olof Berg; Miriam Salzer-Mörling; Micael Dahlén; Lars Strannegård; Stockholms universitet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Luxury; Luxury Brands; Brand Image; Brand Identity; Internet; Online Environment; Communities; Counterfeits.; Business studies; Företagsekonomi; företagsekonomi; Business Administration;

   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