Sökning: "branding online"

Visar resultat 1 - 5 av 6 avhandlingar innehållade orden branding online.

  1. 1. Re-Branding A Nation Online : Discourses on Polish Nationalism and Patriotism

    Författare :Magdalena Kania-Lundholm; Vessela Misheva; Simon Lindgren; Uppsala universitet; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; nationalism; patriotism; nation branding; nation re-branding; cyberspace; Poland; post-socialist transformation; cultural national intimacy; Sociologi; Sociology;

    Sammanfattning : The aim of this dissertation is two-fold. First, the discussion seeks to understand the concepts of nationalism and patriotism and how they relate to one another. In respect to the more critical literature concerning nationalism, it asks whether these two concepts are as different as is sometimes assumed. LÄS MER

  3. 2. Towards a methodological design for evaluating online brand positioning

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

    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

  4. 3. 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

  5. 4. Exploring Branded Flash Mobs : A study of the impact of branded flash mobs on consumer behavior and consumer experience

    Författare :Philip Grant; Esmail Salehi-Sangari; Gerarad Prenderjast; KTH; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; branded entertainment; flash mob; consumer behaviour; guerilla marketing; viral marketing; brand equity; Aad; Nationalekonomi; Economics;

    Sammanfattning : The desire of every marketer is to develop and maintain strong customer relationships. One way this can be accomplished is through effective advertising. Marketers have recently begun to brand flash mobs as a way to effectuate strong brand relationships. LÄS MER

  7. 5. Electronic consumer communication, word of mouth and brand image : insights from computer-aided content analysis

    Författare :Mana Farshid; Yolanda Jordaan; Luleå tekniska universitet; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Industriell marknadsföring; Industrial Marketing; Elektronisk handel; Electronic Commerce;

    Sammanfattning : Social media has changed how organizations and their brands interact with their customers and how business gets done. Not only can organizations reach their customers online and interact with them but they can even become part of their customers’ conversations. LÄS MER