Sökning: "retail brand image"

Hittade 2 avhandlingar innehållade orden retail brand image.

1. 1. Perceptual Alignment of Retail Brand Image in Corporate Branding: A study of employee perceived stakeholder alignment and effects on brand equity

   Författare :Kaj-Dac Tam; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Perceptual alignment; retailing; corporate branding; retail brand image; brand equity; brand performance;

   Sammanfattning : The term perceptual alignment is used in various research fields to describe the extent to which individuals share the same perceptions about an object or idea. Perceptual alignment is important from a corporate branding perspective because strong corporate brands express associations and sources of ideals that are attractive and appealing to the stakeholders related to the organisation. LÄS MER

3. 2. One size fits all? Understanding shopper responses towards integration activtites in omnichannel retailing

   Författare :Angelica Blom; Handelshögskolan i Stockholm; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES;

   Sammanfattning : Contemporary shopper journeys often entail myriad interactions, including online or offline stores, smartphone applications, social media platforms and mass communication. Shoppers typically expect to shop seamlessly across interactions, leading retailers to develop omnichannel strategies focused on integrating such interactions. LÄS MER