Sökning: "brand personality"

Visar resultat 1 - 5 av 6 avhandlingar innehållade orden brand personality.

1. 1. Transfer of brand associations over time : the brand extension of Nivea

   Författare :Kaisa Lund; Helén Anderson; Tomas Müllern; Mats Urde; Linnéuniversitetet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand extension; Brand associations; Brand personality; Marketing; Marknadsföring;

   Sammanfattning : Brand extension has been the source of strategic growth for many firms during recent decades. Introducing new products under existing brand names is one way to use the image of a brand name to enter new markets. LÄS MER

3. 2. Brand Sensuality and Consumer-Based Brand Equity

   Författare :Clarinda Rodrigues; Bertil Hultén; Portugal University of Porto; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Marketing; Marknadsföring;

   Sammanfattning : Contemporary branding and sensory marketing literature stresses the significance and positive impact of sensory dimensions through brand sensuality in relation to brand experiences within a value-generating process. Moreover, it also accounts for the need to fulfill a research gap concerning how sensory dimensions contribute to enhance consumer-based brand equity when consumers experience products and services. LÄS MER

4. 3. Communication of brand personality by some top business schools online

   Författare :Robert Opoku; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Industrial Marketing; Industriell marknadsföring;

   Sammanfattning : Organizations perceive their brands to possess a personality that consumers either use as an avenue for self-expression or to experience the anticipated emotional benefits that differentiate one brand from another. These perceived brand personalities emerge through the different ways organizations present themselves. LÄS MER

5. 4. It’s Not What You Sell : It’s Whom You Sell it To: How the Customer’s Character Shapes Brands and What Companies Do About it

   Författare :Ulf Aagerup; Göteborgs universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; brands; self-image congruity; brand personality; user imagery; fashion; nightclubs; green consumer behavior; self-monitoring ability; attention to social comparison information; ATSCI; brands; self-image congruity; brand personality; user imagery; fashion; nightclubs; green consumer behavior;

   Sammanfattning : In this dissertation I investigate the effects of user and usage imagery on brands and how businesses employ user imagery to build brands. Over four articles I present results that suggest that user imagery affects brand personality and that companies under certain conditions adapt their behavior to optimize this effect. LÄS MER

7. 5. The Impact of User Weight on Brands and Business Practices in Mass Market Fashion

   Författare :Ulf Aagerup; Rita Mårtenson; Sweden Gothenburg Economics and Law University of Gothenburg Department of Business Administration School of Business; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; brands; brand personality; user imagery; assortments; fashion; fashion retailing;

   Sammanfattning : Overweight people claim to be mistreated by the fashion industry. If they were, it would be in line with branding theory supporting the idea of rejecting fat consumers to improve user imagery for fashion brands. However, fashion companies do not confess to such practices.To shed some light on the subject, I have conducted two studies. LÄS MER