Search for dissertations about: "experiential marketing"

Showing result 1 - 5 of 6 swedish dissertations containing the words experiential marketing.

  2. 1. The marketing-entrepreneurship interface : an evaluation of hybrid entrepreneurs

    Author : Caitlin Ferreira; Esmail Salehi-Sangari; Julie S. Tinson; Luleå tekniska universitet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Entrepreneurial marketing; hybrid entrepreneurship; experiential learning theory; self-determination theory; venture development; motivations; strategic orientation; brand equity; growth strategy; comfort entrepreneur; Industrial Marketing; Industriell marknadsföring;

    Abstract : Marketing and entrepreneurship may often be treated as distinct streams of academic research, however their complementary nature in practice highlights a number of areas of overlap between the two disciplines. The emergence and subsequent growth of entrepreneurial marketing has highlighted the intersection between marketing and entrepreneurship, with scholars expanding the context within which entrepreneurial marketing is examined. READ MORE

  4. 2. Internationalization processes of small and medium-sized enterprises: Entering and taking off from emerging markets

    Author : Susanne Sandberg; Hans Jansson; Bengt Johannisson; Svante Andersson; Linnéuniversitetet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; network approach to internationalization; foreign business networks and relationships; internationalization process; foreign market entry; entry take-off node; experiential knowledge; institutional distance; emerging markets; Sweden; China; small and medium-sized enterprises SMEs ; Business administration; Företagsekonomi; Marketing; Marknadsföring;

    Abstract : The high economic growth of formerly closed markets such as China, Russia, Poland, and the Baltic states has created vast business and growth opportunities for small and medium-sized enterprises (SMEs). Although this international business expansion of SMEs occurs in highly dissimilar business contexts and fierce international competition, it remains overlooked by research. READ MORE

  5. 3. Craft production in the Kingdom of Crystal (Glasriket) and its visual representation : Constructing authenticity in cultural/marketing production

    Author : Songming Feng; Adele Berndt; Mart Ots; Ian Woodward; Karin Ekström; Jönköping University; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Glasriket; the Kingdom of Crystal; glass; craft; authenticity; cultural production; photography; image; semiotics; practice theory; materiality;

    Abstract : Authenticity is a core concept and phenomenon in contemporary marketing, as both marketers and consumers seek the authentic. Individuals, companies, and industries all work to establish and accomplish authenticity for themselves and related stakeholders. READ MORE

  6. 4. Tensions of extensions : adverse effects of brand extension within consumer relationships

    Author : Henrik Sjödin; Handelshögskolan i Stockholm; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES;

    Abstract : Imagine how you would react if you learned that your favorite singer was recording new music in a style far from that which you have come to love. Perhaps you would disapprove. Then you might react like many Porsche consumers did when they learned that “their” brand would start producing sports utility vehicles. They are not without peers. READ MORE

  7. 5. A Value Co-Creation Perspective on Customer-Based Brand Equity Modelling for Tourism Destinations : A case from Sweden

    Author : Tatiana Chekalina; Matthias Fuchs; Maria Lexhagen; William C. Gartner; Mittuniversitetet; []
    Keywords : Destination branding; customer-based brand equity; value co-creation; value-in-use; Åre; linear structural equation modelling;

    Abstract : Tourism destinations all over the world increasingly embrace marketing and branding practices traditionally utilized by businesses. However, the literature on customer-based brand equity modelling and measurement for tourism destinations lacks the conceptual understanding of the complex relationships between tourists and the destination brand. READ MORE