Sökning: "marketing association"

Visar resultat 1 - 5 av 8 avhandlingar innehållade orden marketing association.

1. 1. Managing the brand-association base : exploring facets of strategic brand management from the imaginary organization perspective : based on a semiotic study on the ASSESS CD-ROM by American Skandia

   Författare :Henrik Uggla; Sören Askegaard; Stockholms universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Imaginary organization perspective; Brand management; signifier; signified connotation; denotation; Brand identity; Brand identity system; Brand image; Brand equity; Brand association base; visibility; endogenous; exogenous; Business Administration; företagsekonomi;

   Sammanfattning : The aim of the present thesis is twofold. The first goal is to contribute to the understanding of collaborative facets of Strategic Brand Management of a brand identity in relation to the partner base from the perspective of a coordinating leader brand in the imaginary organization. LÄS MER

3. 2. Place-of-Origin Effects on Brand Equity : Explicating the evaluative pertinence of product categories and association strength

   Författare :Mikael Andéhn; Fredrik Nordin; Per-Olof Berg; Mats E. Nilsson; Leif E. Hem; Stockholms universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Country-of-origin; Association Strength; Product Category; Brand Equity; Place; Business Administration; företagsekonomi;

   Sammanfattning : The country-of-origin effect - the alteration of judgment derived from an association to a place, is a much studied phenomenon with great potential implications for brand management and international marketing. However, in light of criticism towards the lack of conceptual development the extant literature, the relevance of the effect has been brought into question. 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. Rättslig operationalisering av företags samhällsansvar : Särskilt om avtalsrätt, köprätt, konsumentköprätt, marknadsföringsrätt och aktiebolagsrätt

   Författare :Lovisa Halje; Daniel Stattin; Håkan Andersson; Maria Bergström; Ellen J Eftestøl; Uppsala universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Corporate Social Responsibility; CSR; sustainability; corporate sustainability; legal operationalization; juridification; legalization; private law; contract law; sales law; marketing law; company law; Företags samhällsansvar; CSR; hållbarhet; hållbart företagande; rättslig operationalisering; förrättsligande; privaträtt; avtalsrätt; köprätt; konsumentköprätt; marknadsföringsrätt; aktiebolagsrätt; Civil Law; Civilrätt;

   Sammanfattning : The main objective of this thesis is to explore and describe the possibilities for legal operationalization of CSR in contract law, sales law and consumer sales law, marketing law and company law. A supplementary aim is to identify regulation on and illustrate the regulatory context of CSR. LÄS MER

7. 5. General practitioners’ antibiotic prescribing practices in Malta : understanding drivers to inform the implementation of a social marketing behaviour change intervention

   Författare :Erika A Saliba Gustafsson; Karolinska Institutet; Karolinska Institutet; []
   Nyckelord :;

   Sammanfattning : Background: Antibiotic resistance is a leading global public health problem and complex challenge. Although a multitude of factors affect its development, antibiotic use is a key driver. In fact, in Europe, a positive correlation between antibiotic use and resistance has been shown. LÄS MER