Search for dissertations about: "consumer based brand equity"

Found 4 swedish dissertations containing the words consumer based brand equity.

  1. 1. Tracing the drivers of B2B brand strength and value

    Author : Niklas Bondesson; Företagsekonomiska institutionen; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; 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

  2. 2. Brand Sensuality and Consumer-Based Brand Equity

    Author : Clarinda Rodrigues; Bertil Hultén; Portugal University of Porto; []
    Keywords : SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; Marketing; Marknadsföring;

    Abstract : Contemporary branding and sensory marketing literature stresses the significance and positive impact of sensory dimensions through brand sensuality in relation to brand experiences within a value-generating process. Moreover, it also accounts for the need to fulfill a research gap concerning how sensory dimensions contribute to enhance consumer-based brand equity when consumers experience products and services. READ MORE

  3. 3. Brand Architecture from Above : Understanding the Customer Disconnect

    Author : Per Åsberg; Henrik Uggla; Mats Urde; KTH; []
    Keywords : SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand portfolio; Brand architecture; perceptual alignment; consumer perception; Brand Concept Map; Brand Portfolio Star; Conceptual Integrated Multi-dimensional Architecture CIMA model; Industrial Economics and Management; Industriell ekonomi och organisation;

    Abstract : Global business is transforming. Information technology in general, and the Internet specifically, has globalized business and empowered the consumer with more information and choice than ever before. Consequently, academic research into brand portfolios and brand architecture is faced with new challenges to reflect this changing reality. READ MORE

  4. 4. Stakeholder-based Brand Equity (SBBE) : How it develops through firm-stakeholder interactions in emerging markets

    Author : Janina Schaumann; Marknadsföring; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; brand equity; stakeholder collaboration; value co-creation; emerging markets; narrative analysis;

    Abstract : This thesis challenges the prevailing firm-consumer/customer-centric and dyadic perspective that prevails within the brand equity literature, which is based on a linear, straightforward stimulus-response approach to the creation of brand value. Leaning on the literature on interorganisational relationships, stakeholder theory, market emergence/market driving, and firm internationalisation, which stresses the interdependency of diverse external stakeholders and the firm, this study develops a broader, multi-stakeholder perspective. READ MORE