Sökning: "Brand relationship management"
Visar resultat 1 - 5 av 10 avhandlingar innehållade orden Brand relationship management.
1. Brand relationship management : den varumärkesbyggande processen
Sammanfattning : Syftet med avhandlingen är (1)att studera hur förändringar i konkurrens och samverkan på en marknad både påverkar användningen av varumärken och dialogen mellan varumärkesinnehavaren och konsumenten; (2)att diskutera hur dialogen mellan varumärkesinnehavaren och konsumenten kan utvecklas för att stärka relationen dem emellan.Den empiriska delen baseras på fem fallstudier. LÄS MER
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
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
3. Perceptual Alignment of Retail Brand Image in Corporate Branding: A study of employee perceived stakeholder alignment and effects on brand equity
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
4. A Value Co-Creation Perspective on Customer-Based Brand Equity Modelling for Tourism Destinations : A case from Sweden
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
5. Towards a methodological design for evaluating online brand positioning
Sammanfattning : Several studies have pointed to the fact that continued progress in content analysis research requires researchers to confront several challenges to developing reliable and valid analyses of World Wide Web based content. In line with the above, the core objective of this thesis is to develop and illustrate a relatively simple but powerful tool to examine the intended online brand personality positioning of organisational websites. LÄS MER