Sökning: "consumer brand"
Visar resultat 1 - 5 av 55 avhandlingar innehållade orden consumer brand.
1. Brand Trust : Corporate communications and consumer-brand relationships
Sammanfattning : In the wake of well-known instances of corporate misconduct – for example Enron in the U.S., and Skandia in Sweden – consumers ask for more transparent corporate brand practices to make corporate brands trustworthy. LÄS MER
2. Brand Architecture from Above : Understanding the Customer Disconnect
Sammanfattning : Global business is transforming. Information technology in general, and the Internet specifically, has globalized business and empowered the consumer with more information and choice than ever before. Consequently, academic research into brand portfolios and brand architecture is faced with new challenges to reflect this changing reality. LÄS MER
3. Tracing the drivers of B2B brand strength and 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. Online brand relationship building : Asia pacific perspectives
Sammanfattning : Information technology is empowering consumers through the availability of information, interactivity of online communication tools, and the connectivity with others. The newly empowered consumer is a co-creator of brand communications and is rapidly developing a sense of co-ownership in brands. LÄS MER
5. Brand Sensuality and Consumer-Based Brand Equity
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