Sökning: "Brand meaning"

Visar resultat 1 - 5 av 13 avhandlingar innehållade orden Brand meaning.

  1. 1. Brand Trust : Corporate communications and consumer-brand relationships

    Författare :Clara Gustafsson; Per-Olof Berg; Janet L. Borgerson; Douglas B. Holt; Stockholms universitet; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand; Trust; Consumer; Corporate Brand; Relationship; Communication; Asymmetrical Reciprocity; Faithful Shielding; Business studies; Företagsekonomi; Business Administration; företagsekonomi;

    Sammanfattning : In the wake of well-known instances of corporate misconduct – for example Enron in the U.S., and Skandia in Sweden – consumers ask for more transparent corporate brand practices to make corporate brands trustworthy. LÄS MER

  3. 2. Managing the brand-association base : exploring facets of strategic brand management from the imaginary organization perspective : based on a semiotic study on the ASSESS CD-ROM by American Skandia

    Författare :Henrik Uggla; Sören Askegaard; Stockholms universitet; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Imaginary organization perspective; Brand management; signifier; signified connotation; denotation; Brand identity; Brand identity system; Brand image; Brand equity; Brand association base; visibility; endogenous; exogenous; Business Administration; företagsekonomi;

    Sammanfattning : The aim of the present thesis is twofold. The first goal is to contribute to the understanding of collaborative facets of Strategic Brand Management of a brand identity in relation to the partner base from the perspective of a coordinating leader brand in the imaginary organization. LÄS MER

  4. 3. Elusive intangibles : Exploring the experience of authenticity in product development

    Författare :Per Kristav; Innovation; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Produkt och and varumärkesupplevelse; produkt och varumärkesvärde; produkt och varumärkesautenticitet; produkt och varumärkesbetydelse; abstrakta produktegenskaper.; Product experience; Brand experience; Product value; Brand value; Product Authenticity; Brand authenticity; Product meaning; Brand meaning; Product intangibles;

    Sammanfattning : When consumers buy a new product, they have expectations about what that product will deliver. The consumer’s rational reasoning may try to ascertain whether the technical performance of the product will be fulfilled. Nevertheless, the final word is often subjective. LÄS MER

  5. 4. Brand Architecture from Above : Understanding the Customer Disconnect

    Författare :Per Åsberg; Henrik Uggla; Mats Urde; KTH; []
    Nyckelord :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;

    Sammanfattning : 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. LÄS MER

  7. 5. Consumers and Mixed-Brands: On the Polysemy of Brand Meaning

    Författare :Anders Bengtsson; Företagsekonomiska institutionen; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Food; Co-branding; Mixed-brands; Brand Relationships; Symbolic Consumption; Meaning; Brands; Consumers; Commercial and industrial economics; Industriell ekonomi;

    Sammanfattning : 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. LÄS MER