Sökning: "brand loyalty"

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

  1. 1. Varumärket som strategiskt konkurrensmedel - Om konsten att bygga upp starka varumärken

    Författare :Frans Melin; Företagsekonomiska institutionen; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; resource based strategy.; positioning; core values; brand orientation; brand loyalty; brand identity; brand equity; Brand management; brand strategy; Management of enterprises; Företagsledning; management;

    Sammanfattning : In recent years the importance of strong brands has come very much into focus both among theoreticians and practitioners. In order to gain a better understanding of the nature of brand strength, I have chosen to analyse the branding process. 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. 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

  5. 4. UNDERSTANDING THE SPONSEE'S EXPERIENCE: AN ASSESSMENT OF THE SPONSOR-SPONSEE RELATIONSHIP

    Författare :Giulio Toscani; Esmail Salehi-Sangari; Terrence Brown; Karl Olov Daniel Örtqvist; KTH; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES;

    Sammanfattning : Sponsorship is the fastest-growing marketing communication tool, both in terms ofvolume and complexity. The two central players in any sponsorship arrangement arethe sponsor and the sponsored institutions’ (sponsee). LÄS MER

  7. 5. Röd stjärna över Sverige : Folkrepubliken Kina som resurs i den svenska vänsterradikaliseringen under 1960- och 1970-talen

    Författare :Anne Hedén; Elisabeth Elgán; Kim Salomon; Karl Molin; Hélène Lööw; Historiska institutionen Lunds universitet; []
    Nyckelord :HUMANIORA; HUMANITIES; Kina; kulturrevolution; kommunism; utopi; vänster; drivkrafter; Bourdieu; History; historia;

    Sammanfattning : The aim of this study is to assess and analyze the image of revolutionary China in the eyes of Swedish left wing travelers and activists during the heyday of Maoism, and how these traveler’s and activist’s reports and texts were used to promote friendship activism with China. Of particular interest is how the euphoric view of China in the west, during the Cultural revolution, was promoted and also the reasons behind the Swedish Friendship Associations strong enthusiasm for this task. LÄS MER