Sökning: "Brand co-creation"

Visar resultat 1 - 5 av 11 avhandlingar innehållade orden Brand co-creation.

1. 1. Brand orientation in action : Towards a relational approach

   Författare :Johan Gromark; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand orientation; Brand co-creation; Market orientation; Transformational learning; Organisational narcissism; Brand orientation; Brand co-creation; Market orientation; Transformational learning; Organisational narcissism;

   Sammanfattning : Along with the ever-expanding interest in brands, the brand orientation concept has since its inception in the early 1990s steadily received more and more attention from scholars and practitioners alike. Brand orientation ultimately captures how organisations can develop sustainable competitive advantages in the form of brands. LÄS MER

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

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

   Sammanfattning : 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. LÄS MER

4. 3. A value co-creation perspective on the customer-based brand equity model for tourism destinations

   Författare :Tatiana Chekalina; Mittuniversitetet; []
   Nyckelord :tourism destination; destination branding; customer-based brand equity; value co-creation; structural equation modelling SEM ;

   Sammanfattning : .... LÄS MER

5. 4. Through the Looking Glass : An Identity-Based View of Place Branding

   Författare :Carola Strandberg; Maria Ek Styvén; Åsa Wallström; Eric Braun; Luleå tekniska universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Place branding; identity-based place branding; place identity; place’s identity; places identity; places identities; place brand identity; place image; place brand image; self-congruity; self-congruence; place attachment; positive word-of-mouth; word-of-mouth; place advocacy; place ambassadorship; likelihood to stay; intention to stay; resident retention; stakeholders; residents; citizens; inhabitants; visitors; co-creators; co-creation; place brand; Industrial Marketing; Industriell marknadsföring;

   Sammanfattning : Places of today face intense global competition for crucial resources. Attracting visitors and retaining residents is vital especially for post-industrial cities and rural places facing a loss of traditional industrial jobs, and urbanization and centralization of the population and economy. LÄS MER

7. 5. Communicated consumer Co-creation : consumer response to consumer Co-creation in new product and service development

   Författare :Karina Töndevold Liljedal; Handelshögskolan i Stockholm; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES;

   Sammanfattning : This thesis explores both participating and non-participating consumer responses to consumer co-creation in new product and service development. Participating consumers can ideate and select new products or services that the brand can offer to the market. To date, research has predominantly focused on participating consumers. LÄS MER