Sökning: "brand b2b"

Visar resultat 1 - 5 av 7 avhandlingar innehållade orden brand b2b.

  1. 1. Brand building in the business-to-business context : The brand equity perspective

    Författare :Galina Biedenbach; Maria Bengtsson; Peter Hultén; Joakim Wincent; George Christodoulides; Umeå universitet; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand building; brand equity; brand management; business-to-business; customer experience; organizational buying behavior; professional services; rapport; role behavior; företagsekonomi; Business Studies;

    Sammanfattning : The main purpose of this doctoral dissertation is to investigate factors affecting B2B brand building by applying the brand equity perspective in the professional services context. Three peer-reviewed and published articles and one book chapter examine different aspects related to the enhancement of brand equity and brand building in the B2B context. LÄS MER

  3. 2. Tracing the drivers of B2B brand strength and value

    Författare :Niklas Bondesson; Företagsekonomiska institutionen; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; industrial branding; Brand equity; business-to-business; consumer behaviour; brand image; brand strength; customer loyalty.; brand value;

    Sammanfattning : By building a strong brand that is favourably perceived by target customers, a firm can establish a competitive advantage that enables greater revenues and profitability. This is at least what the branding literature always has assumed, and something few marketing and brand managers seem to disagree with. LÄS MER

  4. 3. Internal brand management in South African contact centers

    Författare :Rose Du Preez; Terrence Brown; Michael Bendixen; Pejvak Oghazi; KTH; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Contact centers; internal brand management; brand citizenship behavior; brand commitment; outsourcing.; Kontaktcenter; intern varumärkesutveckling; varumärkesmedborgarskap; varumärkesengagemang; utkontraktering.; Business Studies; Företagsekonomi; Industriell ekonomi och organisation; Industrial Economics and Management;

    Sammanfattning : Globally contact centers are ubiquitous in medium to large organizations operating in both B2B and B2C service industries. Frontline staff working in contact centers represent a major component of the way in which customers experience service organizations’ brands.There is a paucity of research on marketing in contact centers. LÄS MER

  5. 4. Supplier brand image - a catalyst for choice : Expanding the B2B brand discourse by studying the role corporate brand image plays in the selection of subcontractors

    Författare :Anna Blombäck; Jönköping University; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Business studies; Företagsekonomi;

    Sammanfattning : This thesis discusses brands and branding in a B2B context by investigating the role corporate brand image plays during the selection of subcontractors and, furthermore, how subcontractors might pursue branding as an active communication strategy. The background for these questions can be found in the evolving topics of corporate communications and B2B branding. LÄS MER

  7. 5. International Branding and Rebranding in Cross-Border Acquisitions

    Författare :Manoella Antonieta Ramos; Svante Andersson; Ulf Aagerup; Mikael Hilmersson; Högskolan i Halmstad; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; international Branding; B2B; Rebranding; Life Science Industry.;

    Sammanfattning : Businesses worldwide are confronting a more internationalized market. With this trend, companies frequently turn to international branding and rebranding initiatives through the acquisition of companies to grow. During this process, businesses are updating their brand identity and/or strategy, while also dealing with various challenges. LÄS MER