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Dissertations / Theses on the topic 'The Brand Associations'

Author: Grafiati

Published: 10 September 2021

Last updated: 5 February 2022

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1

Sjöstedt, Anna, and Jeanette Bohman. "You are who you wear? : En kvantitativ studie om varumärkesidentitet och varumärkesimage." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-29520.

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The purpose of the study was to find out how well companies succeed in trying to convey the identity of their trademarks to the consumers. The study was quantitative with a survey design. A sample of 109 respondents participated. Brand identity and brand image was the focus of the study and was measured in three companies; Odd Molly, Filippa K and Björn Borg. These three were selected partly because of their different profiles. One survey was sent to the companies and one survey was distributed to the consumers. The majority of the questions in the surveys were based on a model designed to mea

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Kefallonitis, E. G. "Brand associations as a design driver." Thesis, Cranfield University, 2004. http://dspace.lib.cranfield.ac.uk/handle/1826/3754.

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This thesis presents an exploratory study over the constructive parameters of an 'emerging' brand through consumer associations. Streams of research for brand study, academic and business practice, were brought together to provide a robust basis. A number of challenges apparent in the communication processes between brand, offering (product or service) and the consumer were recognised. The aim of this research was to investigate the possibility of extending and adapting existing techniques in brand management and consumer perception to provide a theoretical framework supporting consumer associ

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Lund, Kaisa. "Transfer of brand associations over time : the brand extension of Nivea." Doctoral thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19892.

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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. Previous research has shown that the success of a brand extension depends on the transfer of the parent brand associations to the extended product. Although the transfer of brand associations from the parent brand to the extension is recognised as crucial for the success of brand extension, surprisingly little research has been conducted on how brand associations actually are transferr

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Henriksson, Linnea, and Eijk Sabina van. "Managing brand associations : The key to strong and successful brand equity." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-16944.

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Denna uppsats behandlar varumärkesassociationer samt dess påverkan på varumärkeskapital. Uppsatsen är genomförd som en fallstudie och undersöker hur det svenska telekommunikationsföretaget Tre tolkar konsumenters associationer till varumärket Tre. Detta jämförs sedan med de varumärkesassociationer som föreligger kring Tres varumärke på marknaden. Varumärkesassociationer formas primärt hos konsumenter och är således inte enbart en process som företag styr. Detta innebär dock inte att associationerna är opåverkbara från företagets sida. En central faktor som påverkar skapandet av varumärkesassoc

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Njite, David. "Examining brand associations that influence consumers' restaurant preferences." Columbus, Ohio : Ohio State University, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1133251880.

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Nilsson, Karolina, Herman Kempe, and Hugo Nyberg. "Brand Image and Social Media - an ever trending story? : A Qualitative study on Social Media and Brand Image of a Brand of Low Involvement Products." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65505.

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A firm’s brand image has to stand the test of time and be durable through different trends and changes, which emphasize the importance of following developments in the marketplace such as the emerging relevance of firm generated content on social media. With attitudes towards a product being lower in relation to the involvement regarding a product, the importance of establishing brand image for low-involvement product brands increases. With this in mind the purpose of this thesis was to explore how consumers’ brand image of low involvement products was affected by firm generated content on soc

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Busch, Friederike, and Rego Diego Planas. "Qualitative Brand Image Analysis for a Global Brand : An Intercultural Perception of the Brand Image through Brand Personality." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9781.

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<p>The cultural differences in the consumers' perspectives are an important factor that affects the image of brands around the world. A brand's image may be affected even though the company gives the same message across different cultures. In order to analyze these effects, the authors have conducted a qualitative study, chosen the chocolate brand Kinder and studying how Kinder's brand image perception varies in four different cultures by conducting 16 in-depth interviews. The data was afterwards categorized, analyzed and compared to each other in order to find differences and similarities of

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Andersson, Henrik, and Frida Robertson. "Acne Jeans and Brand Associations : -A Study of the Coherency Between the Brand Identity and the Brand Image." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-9477.

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<p>In recent years, the successful expansions of Swedish fashion companies have mainly relied on their ability to turn fashion into brands. However, when companies grow it seems to be difficult to maintain the original brand identity as well as to establish a unique brand image in the minds of the consumers. With regard to this matter the purpose of our thesis was to investigate the brand image of Acne Jeans. Our ambition was to examine to what extent the brand image coincided with the brand identity and if brand associations differed between different consumer segments. In order to fulfil our

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Mumcu, Ceyda. "Investigation Of Consumer-based Brand Associations Of Turkish Soccer Teams." Master's thesis, METU, 2008. http://etd.lib.metu.edu.tr/upload/2/12610242/index.pdf.

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Today, sport managers view their teams, leagues and properties as brands to be managed. Researchers revealed that positive brand image generates additional revenue, increased merchandise sales, national media exposure, corporate supports, and increased ticket sales (Gladden et al., 1998). Consequently, understanding consumers perspective and how to enhance stronger brand equity are important for Turkish soccer clubs. From this point<br>the purpose of this study was to examine consumers&rsquo<br>perception on brand associations and affects of some factors on brand equity of soccer teams. In ord

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Mihalache, Silviana, and Polona Vukman. "Composition with Country and Corporate Brands. Capitalising on the Country Brand Values." Thesis, Linköping University, Department of Management and Economics, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-2744.

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<p>Background: The concept of countries as brands has been increasingly accredited once the postmodern global world became an every day experience. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand. </p><p>Purpose: The aim of the paper is to design a model with regard to the value- transfer from country brands to corporate brands. The model is evaluated in accordance

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Sabzehzar, Hooman. "The role of brand equity in B2B : A comparative cross industrial analysis." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-102853.

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Many companies have exploited the power of brand equity in B2C markets as a source of competitive advantage. The trend in B2B, however, seems to be slightly different where many decision makers still believe that branding is not relevant to their business as it is to B2C. This paper investigates the role of brand equity in B2B businesses and shows how long-term investment in brand equity can change the rules of the game radically in favor of those B2B companies who have invested in their brand with a "holistic" approach which conform the overall strategy of the company. Caterpillar Inc. has be

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Gharakhani, Sam, Henrik Svensson, and Vincent Larsson. "Can firms get away with questionable content marketing? : An explanatory research about questionable content marketing on social media and its relationship with brand image." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76072.

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The development of social media has increased the usage and prevalence of content marketing. This have enhanced the pressures on marketers to manage and leverage this tool. Also, consumers interaction with valuable content leads to a stronger relationship with the brand which further might enhance the brand image. Hence, this paper carries out a quantitative research with the purpose to explain if questionable content marketing on social media have a negative impact on brand image. The researchers used questionnaires as their method for collection of empirical data. The respondents were gather

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Ginman, Carole. "Athlete Endorsements and Brand Image : A Study of Consumer Attitudes toward Nike in Light of the Brand’s Association with Tiger Woods." Thesis, Uppsala University, Department of Business Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-126928.

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<p>Many brands are using celebrities as spokespeople, to enhance the brand image. This investigation aims to research the effects of athlete endorsements on brand image, in particular, whether Nike has been affected by the change in Tiger Woods’ image due to his recent personal life difficulties. Firstly, whether the perceived brand image is concurrent with the brand’s identity, and if not then if the image gap could be caused by the brand’s association to Tiger Woods. The topic is very current as the number of athletes who drastically deviate from their image has increased, at the same time a

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Diniso, Chuma. "Consumers' perceptions when evaluating brand extensions in relation to the original brand." Thesis, University of the Western Cape, 2008. http://etd.uwc.ac.za/index.php?module=etd&action=viewtitle&id=gen8Srv25Nme4_2918_1298370876.

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<p>This study examines how consumers perceive the overall quality and similarity/fit of the brand extensions (Nike camera, Nike socks, and Nike golf balls) in relation to the original brand (Nike athletic shoes) and how these perceptions influence their attitudes towards the extensions. The researcher proposes that the perceived overall quality of the brand extensions will be congruent to that of the original brand and that the attitude towards the brand extensions will be favourable only when there is a perceived similarity/fit between the brand extensions and the original brand. In order to

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Cademan, Arvid, Richard Henriksson, and Viktor Nyqvist. "The Affect of Counterfeit Products on Luxury Brands : An Empirical Investigation from the Consumer Perspective." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19378.

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Introduction: Counterfeiting is considered as the crime of the 21st century. A highly affected market of counterfeits is the market of luxury branded goods. These goods are bought by consumers who want to express their social class and belonging by being admired, recognized and accepted by other people. The counterfeits of luxury brands that flourish on the market makes it possible for anyone to be a luxury brand user which is against the core of luxury brand, which strives for a low distribution to keep the demand high to be able to keep the consumer associations of luxury brands. Purpose:

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Leyva, Navarro Jose Enrique. "Brand personification through music as brand knowledge : Learning from the perspective of consumers of hip-hop music in Sweden, on the associations of music in sneaker brands." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-14979.

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Background. Previous research on the investigation of brand personality (BP) can be found to use the personification metaphor of brands through celebrities, occupations and animals. Brand image research aims to discover the human characteristics attached to a brand. In this regard, the author suggests that as music can tell much of the personality of a person, then it would be possible to know the personality of a brand through music. The rationale behind is that music elicits “extramusical” information, such as emotions, values, dress codes and stereotypes of people; in relation to musical-ge

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Jonsson, Carolina, and Ebba Magnusson. "När ett varumärke äntrar något nytt : - En utforskande studie kring betydelsen H&Ms utvidgning i en sportkontext får för varumärkets värde ur ett konsumentperspektiv." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-230856.

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Sammandrag: Företag strävar kontinuerligt efter att bygga ett välkänt och framgångsrikt varumärke. De strävar efter att tillfredsställa konsumenters behov för att öka varumärkets värde, brand equity. Genom att försöka avgöra konsumenters inställning till ett visst varumärke och deras förhållning till ett utökat sortiment i en ny produktkategori syftar denna uppsats till att diskutera och utforska förändringen av varumärkets brand equity. Vid denna undersökning har H&Ms varumärke och deras nya sportkollektion använts som exempel. Teorin behandlar varumärkets värde, brand equity, utifrån ett

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Petruškevičiūtė, Kristina. "Impulsyvaus pirkimo ir prekės ženklo vertės sąsajos." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2011~D_20141223_184254-20394.

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Vartotojų elgsenos aktualumas verslo praktikoje ir teorijoje neabejotinas – vartotojų elgsenos, ypač pirkimo sprendimo priėmimo stimulų, kylančių iš vartotojų asmenybės bei aplinkoje esančių ir skatinančių pirkti stimulų išskyrimas. Impulsyvaus pirkimo fenomenas mokslinėje marketingo literatūroje analizuojamas jau daugiau kaip penkias dešimtis. Todėl stimulai, sąlygojantys impulsyvaus pirkimo sprendimą ypač svarbūs – tokių stimulų sukūrimas skatintų vartotojus priimti pirkimo sprendimą per sąlyginai trumpą laiko tarpą, o pastaroji tendencija generuotų pelną organizacijai. Dar vienas itin plači

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Dementev, Kirill, Yuliya Lukyanchenko, and Cecilia Emilsson. "Brand Licensing : Once you pop you can’t stop: When brand licensing goes too far." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-15697.

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Purpose: The purpose of this study is to investigate consumer’s attitude towards licensed products in relation to the parent brand, with respect to perceived quality, likelihood to buy and associations’ transferability. Background: Brand licensing has become one of an increasingly popular ways of stretching a brand into new product categories to reach more consumers in new markets. Despite the fact that brand licensing is less risky than building a brand from scratch, the odds that licensed products will fail are still high. That is why, it is interesting to investigate consumers’ attitudes to

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Li, Shuo. "Does the ethnic consumer consider the relevance of the retailer in their decision to buy wine in Christchurch?" Diss., Lincoln University, 2009. http://hdl.handle.net/10182/1028.

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The value of secondary brand associations has been discussed in the literature for decades. Companies are transferring their brand building to retailers (Bruwer, Li et al. 2002 ), therefore, it is very important to understand the impact of retailers on the product brand and consumers’ decision making processes when considering other relevant sources of brand associations. However, in the wine environment, few published studies have been carried out to examine the association with retailers. Thus, the primary aim of this study is to examine whether this association transfers value to the image

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Nováková, Jana. "Extenze značky." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85325.

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The goal of this Master`s Thesis is to clarify issues and significancy of association bridging between parent brand and its extension. By analysing secondary and primary data and by using free association method I researched five brands (Michelin, Cosmopolitan, Duracell, BIC and Aquila) and their interesting extension. Within the analysis is highlighted the dominance of associations, their internal meaning and connection of associations between the extension and the parent brand. In conclusion, in response to found bottlenecks of researched brands are some recommandations about the internal me

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Dreyer, Adriana. "Tourist perceptions of the Klein Karoo National Arts Festival's corporate brand / A. Dreyer." Thesis, North-West University, 2010. http://hdl.handle.net/10394/4352.

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Freeman, Dan. "Advertising's influence on socio-cultural brand associations: A developmental and social information processing approach." Diss., The University of Arizona, 2001. http://hdl.handle.net/10150/279823.

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Socio-cultural brand associations (e.g., brand personality) often drive the preferences and choices of consumers. While previous research suggests that the people and social situations represented in advertisements play an important role in shaping consumers' socio-cultural brand associations, extant theorizing offers little insight into the specific mental mechanisms involved in producing such outcomes. In attempting to address this important shortcoming, my dissertation develops a new conceptual framework for investigating social information processing, the Controlled-Automatic Meaning (or C

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Arnshed, Louise. "Fatta Galoppen - Syns du inte, finns du inte! : En kvalitativ fallstudie om hur en sportorganisation kan skapa ett starkare varumärke." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105785.

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Problembakgrund: Sportorganisationer, lag och atleter har allt mer börjat ses som varumärken. Precis som att ett varumärke anses vara den absolut mest värdefulla tillgången för ett företag, är det en minst lika värdefull tillgång för sportorganisationer. Dock verkar många sportorganisationer ändå underskatta styrkan i deras varumärke. Problematiken i den tidigare varumärkeslitteraturen är att det verkar finnas ett kunskaps gap i hur man stärker en hel sports varumärke. Syfte: Syftet med denna studie är att identifiera hur marknadskommunikationen idag ser ut hos en sportorganisation, där den h

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Müller, Johan Frederik. "Brand loyalty and membership retention rates in voluntary professional institutes and associations / Johan Frederik Müller." Thesis, North-West University, 2012. http://hdl.handle.net/10394/9799.

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This dissertation explores both the concepts of brand loyalty and relationship marketing, specifically in a voluntary professional institutes and associations environment, with the assumption that both constructs can influence and improve the membership retention and membership renewal rates of these institutes and associations. The measuring instrument used is similar to the one used by Moolla in his brand loyalty study in a FMCG environment, but in this case focussing on the services sector, specifically a South African voluntary professional institute, the Institute of Municipal Administra

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Hansson, Viktoria, Maria Karlsson, and Albin Larsson. "Spraying a New Trend : Exploring Branding Strategies Through the Volvo LifePaint Campaign." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-30640.

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Background: The authors tentatively believe they have identified a new trend within branding, where an established brand launches a new and innovative product that is somehow related to the brand’s core values, interactively through a complementary marketing communication video. Support for the relevance to further investigate the identified trend can be found in academic literature. Due to today’s competitive marketplace, several researchers emphasize the importance to further explore and evaluate creative customer-based brand equity-building strategies. Purpose: The purpose of this thesis is

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Coetzee, Quintin. "Analysing generational transfer of brand loyalty in the dishwashing liquid product category, in the Western Cape Province." Master's thesis, Faculty of Commerce, 2019. http://hdl.handle.net/11427/31488.

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While the concept of brand loyalty is well-researched, qualitative studies pertaining specifically to generational transfer of brand loyalty in a South African fast-moving consumer goods context are few and far between. This study used the dishwashing liquid product category in the Western Cape Province of South Africa to analyse generational transfer of brand loyalty. Following a qualitative research methodology, using in-person interviews across two generations - children and parents/guardians - raw data was obtained. Participants were asked to provide information relating to their preferred

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Vongehr, Emeline, Re Annasilvia Dal, and Viteri Jose Daniel Garzon. "How do sport and eSport enthusiasts perceive brand image? : A study in the context of sponsorship." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-355010.

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In October 2017, the Olympic Committee rendered official its decision to consider electronic sports (eSports) as sports. The global eSports market was valued at nearly 493 million U.S. dollars in 2016, with 80% of the revenues coming from sponsorship. Sponsorship has become an important matter for organizations, since it can be a powerful tool to establish or change a company’s brand image; indeed, more than 600 sponsorship agreements were signed in 2016 in the eSport industry. This paper aims at finding out how do sport and eSport enthusiasts differ in their perception of the brand image of a

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Juhlin, Linus, and Miretta Soini. "How do influencer marketers affect brand associations? : a semiotic Instagram study in the sports fashion industry." Thesis, Högskolan Kristianstad, Avdelningen för Ekonomi och arbetsliv, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-18290.

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Influencer marketing is an important tool to change and reinforce consumers brand associations. Influencers post content that is trying to create intended brand associations. The consumers’ reactions then decide what the realized brand associations are. The purpose of this study is to explore through semiotic and netnographic Instagram analysis how influencer marketing affects brand associations in the sports fashion industry. This research has a qualitative methodology and has used semiotic and netnographic analysis to explore the case of Gymshark. The research consists of 100 analyzed posts

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Komujuni, Ernest, and Parisa Aenehband. "Hur arbetar charterföretagen för att stärka sitt varumärke?" Thesis, University of Gävle, Department of Business Administration and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-570.

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<p>Syfte: Syftet med denna uppsats är att undersöka och utreda hur tjänsteföretag inom charterbranschen arbetar för att stärka sitt varumärke, samt att utreda hur och vilka associationer som skapas kring varumärket.</p><p>Metod: Försöka implementera en modell för att få en klarare bild över hur charter företag arbertar för att stärka sina varumärken, författarna använder sig olika litteratur käller samt emperiska studier.</p><p>Resultat: Resultaten visar hur viktigt det för företag att hitta nya metoder för att stärka sitt varumärke, samt betydelsen för tjänsteföretag av att hitta sin egen pla

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Gustafsson, Emmelie, and Camilla Sjödahl-Essén. "Varumärkeslojalitet på den svenska ölmarknaden : En konsumentstudie om relationerna mellan varumärkeslojalitet, upplevd kvalité, varumärkeskännedom och varumärkesassociationer." Thesis, Blekinge Tekniska Högskola, Institutionen för industriell ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-10751.

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Title: Brand loyalty in the Swedish beer market: A consumer study about the relations between brand loyalty, perceived quality, brand awareness and brand associations. Authors: Emmelie Gustafsson and Camilla Sjödahl-Essén Supervisor: Ossi Pesämaa Department: School of Management, Blekinge Institute of Technology Course: Bachelor’s thesis in Business Administration, 15 credits Purpose: This study aims to study how brand loyalty of three Swedish beer brands is affected by brand associations, brand awareness and perceived quality. The study contributes to explain the differences between the th

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Ribeiro, Sara Neves Sena Alçada. "Análise do capital da marca dos vinhos espumantes : o caso dos espumantes Fita Azul." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/5147.

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Mestrado em Marketing<br>O conceito de brand equity (capital da marca) tem uma elevada importância no mercado. Refere-se ao valor que um produto tem para os consumidores e para a empresa e evolui quando está associado a um conjunto de elementos únicos que definem o conceito da marca. O mercado dos vinhos está saturado, o que torna o processo de decisão de compra complexo. O presente estudo tem como objetivo analisar a importância das dimensões do capital da marca (qualidade percebida, lealdade à marca, notoriedade da marca e associações à marca), segundo o modelo conceptual de Aaker (1991), na

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Valadar, Fábio André da Costa. "Avaliação da utilização de celebridades no setor bancário." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/5023.

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Mestrado em Marketing<br>O marketing tem, nos dias de hoje, uma importância fundamental na gestão das empresas. A indústria bancária não é alheia a esta problemática, pelo que, nos últimos anos, a gestão do marketing bancário assumiu um papel importante e de relevo. Com esta nova abordagem, passou a ser frequente a adoção de estratégias de marketing, sendo que a mais frequente e visível, é a utilização de celebridades para as campanhas de marketing das mais variadas instituições bancárias. Neste contexto, o presente estudo pretendeu percecionar os fatores explicativos da relação entre as celeb

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Bui, Mai Nguyen A. (Anh). "The impact of destination brand associations on tourists’ post-consumption behaviours:a case of Phu Quoc island, Vietnam." Master's thesis, University of Oulu, 2018. http://urn.fi/URN:NBN:fi:oulu-201805091651.

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Phu Quoc, the largest island in Vietnam, is planned to be one of the special economic and administrative centres of Vietnam by the year of 2030. As a long-term strategy, understanding the tourist’s behaviour has become a necessity and an important element of the success of the place. Despite the significance of destination branding and destination image in both academia and the industry of tourism, there has been still scantiness in studying about destination branding and image of a destination brand in a way to build a strong action plan for the development of tourism in Phu Quoc island by th

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Dyberg, Anton, and Totte Taflin. "Det är ingen rocket science : En varumärkesundersökning av Metro i Karlstad." Thesis, Karlstads universitet, Avdelningen för medie- och kommunikationsvetenskap, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-12935.

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Purpose: The purpose of this study is to do a brand survey of Metro in Karlstad. The study will originate from the terms ”brand identity” and ”brand associations”, where the brand identity is the organization’s desired view of the brand, and the brand associations define the associations held by the consumers. Issues: What is Metro’s brand identity? What are the brand associsations of Metro in Karlstad? How well do the brand identity and the brand associations correspond? Theoretical framework: The study is done from the perspective of media and communication studies, where the theoretical ter

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Pettersson, Daniel, and Anders Olsson. "Varumärkeskapital : Skapande av varumärkeskapital för företag verksamma inom en marknad för snabbrörliga konsumentvaror." Thesis, Umeå universitet, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-60463.

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Varumärkeskapital är det mervärde som ett varumärke ger en produkt i förhållande till om varumärket inte funnits på produkten. Konsumentbaserat varumärkeskapital innebär vidare att det är i konsumentens medvetande som varumärkeskapitalet existerar. Snabbrörliga konsumentvaror kännetecknas av att de köps ofta och att deras kontakt med konsumenten är begränsad, vidare är de ofta lätta att byta ut. Den här studien undersöker genom kvalitativa intervjuer hur företag bygger varumärkeskapital inom en marknad för snabbrörliga konsumentvaror. Åtta varumärkesansvariga på företag verksamma inom en markn

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Vince, Georgiadou Nina, and Cecilia Johansson. "Varför presenterar företag amerikanska tv-serier? : En studie av en marknadsföringsstrategi." Thesis, Södertörn University College, School of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-1461.

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<p>Marketing is an important tool for companies to use in today’s consumptions society, to reach out with products and services. The message that has been sent out is also important, because the message can be distort or reach wrong customer group. Above all this the competition and the struggle round the customer’s increases and it has become more common that the customers tend to be less loyal towards the company. To keep and to develop customer relations it has been more common that the companies consider their trademark has become a very important strategic competition means. A strong trad

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Krasniqi, Alban, and Palmstadius Victor L. "It’s just a meme bro! : How memes in marketing communication affects brand personality." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-22375.

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Internet memes have in recent years become a prevalent phenomenon which brands have now started to use in their marketing communication efforts. Previous brand personality research suggested that communication style can change a brand’s perceived personality from a consumer’s perspective. The purpose of the thesis was to investigate if there is a difference in how brands are perceived depending on whether memes or more traditional images are used in marketing communication. The theoretical framework for this thesis was Geuens et al. (2009) A New Measure of Brand Personality. An experimental de

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Nevado, Gonçalo Albuquerque Picaluga. "A Gestão das Marcas: O caso das marcas." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/4384.

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Mestrado em Marketing<br>No século XXI, a gestão das marcas tornou-se uma prioridade na gestão de topo de qualquer organização. A revisão de literatura efectuada demonstra que as marcas mais exploradas são, na sua maioria, as comerciais, parecendo estar as marcas políticas pouco representadas. No entanto, com o aparecimento das sociedades de grande consumo, os partidos políticos têm-se tornado mais orientados para o marketing. Uma vez que as marcas fazem parte do dia-a-dia do comportamento dos consumidores, é possível que os partidos políticos actuem e os eleitores façam escolhas similares à f

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Sabutytė, Vaida. "„SMScredit.lt“ prekės ženklo asociacijų analizė." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2012. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2012~D_20120702_101348-76652.

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Baigiamajame darbe nagrinėjamos „SMScredit.lt“ prekės ženklo keliamos asociacijos. Teorinėje darbo dalyje analizuojama prekės ženklo samprata, prekės ženklo nauda ir vertė, prekės ženklo keliamų asociacijų sukūrimas, vertė, taip pat analizuojama asociacijų visuma kaip prekės ženklo įvaizdis. Šio baigiamojo darbo tikslas – identifikuoti „SMScredit.lt“ prekės ženklo keliamas asociacijas ir išsiaiškinti, kokią įtaką keliamos asociacijos daro vartotojų, kurie nesinaudojo greito kredito paslaugomis, apsisprendimui naudotis „SMScredit.lt“ paslaugomis. Tikslui pasiekti buvo vykdomi dviejų pilotinių f

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Ramdharie, Priscilla, and Derk Brinxma. "A family business brand image: Associations affecting consumers’ buying behavior : A study on family business Dafgård, frozen foods." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18130.

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Family business research is a rapidly growing topic of interest. Nevertheless there has been little research explicitly dedicated to the connection between consumers’ and family businesses. This paper gives insight about the influence of the family business brand image and consumers’ purchase intentions. Hereby it was taken into consideration that low-involvement and product knowledge can influence this path. This was done by a combination of qualitative and quantitative approaches. The findings showed that consumers associate family business with high quality, passion, heritage, traditions,

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Ozalp, Yesim. "The Interaction Of Consumer Constructed Meanings Of Brand Identity And &amp." Master's thesis, METU, 2005. http://etd.lib.metu.edu.tr/upload/12606057/index.pdf.

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This is an attempt to understand the interaction of meanings of brand identity and &amp<br>#8216<br>designed&amp<br>#8217<br>product from the consumers&amp<br>#8217<br>viewpoint. Brand Identity is taken as the &amp<br>#8216<br>conceived&amp<br>#8217<br>identity, which overlaps with concepts of brand image and brand associations. &amp<br>#8216<br>Designed&amp<br>#8217<br>product is analyzed via dimensions of function, form (aesthetic) and symbol. The aim of the thesis is to find patterns of interaction of functional, emotive and symbolic associations for brand identity and the functional, forma

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Engström, Ellinor, and Hanna Svedman. "Horizontal brand extensions : the key factors of success." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20817.

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Background: All brands need to keep moving and to keep building their stories by bringing new and exciting products or experiences. During the last twenty years, companies have been more and more convinced that their brands are among their most valuable resources and today we see an increasing trend of brand extension attempts, however with a significant number of failures, as well.The strategies of how a brand extension should be done, have been published in several books during the last decades. Despite of this, some companies still do not see the link between brand extension and business de

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Ucha, Martim das Neves Costa. "Auditoria à marca : canal de entretenimento Sport TV." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/21131.

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Mestrado em Marketing<br>O presente estudo teve como objetivo fazer uma Auditoria à Marca Sport TV, um canal de entretenimento desportivo. A Sport TV é um canal premium que se destaca nos media desportivos nacionais pela estratégia de proximidade ao cliente, pela oferta de conteúdos relevantes para o seu target e pela adoção de ferramentas tecnológicas que mudaram a forma como o cliente acede e desfruta dos conteúdos disponibilizados pela marca. Com o aparecimento de novos concorrentes, torna-se relevante uma análise em profundidade a esta marca. Para a concretização deste projeto foi seguida

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Rivera, César, and Fredrik Byström. "Brand equity through rollercoasters and rabbits : Understanding the role of part-time marketers in enhancing the brand equity of an amusement park." Thesis, Umeå universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-105764.

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Relationship marketing is a marketing theory that has gathered much focus in the marketing research area lately. The core idea of relationship marketing is to retain the existing customers of a company by establishing long-time relationships with them. The theory of brand equity is a well-known theory on brand development that deals with issues such as customer’s perceptions and the brand meaning. The main purpose of this thesis is to gain deeper understanding of what kind of role the front-line employees in terms of part-time marketers, have on the enhancing of Liseberg´s brand equity. Lisebe

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Shaw, Kevin. "Measuring the effect of esport sponsorships on brand equity and purchase intentions." Thesis, Södertörns högskola, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-38019.

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Esport har under de senaste åren vuxit enormt snabbt och kommit att bli ett globalt fenomen. Samtidigt visar de framtida prognoserna att marknaden för esport kommer växa ytterligare, vilket har gjort det attraktivt för varumärken att sponsra lag, event och organisationer. Trots detta kommer det rapporter som menar på att sponsorer fortfarande är tveksamma till att investera inom esporten då det råder en osäkerhet kring hur effektivt det faktiskt är. Syftet med denna studie är att undersöka hur effektivt sponsorskap är inom esport. Studien har ämnat att undersöka detta från ett konsumentperspek

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Norlander, Oskar. "Cheap Monday : En kvalitativ studie av konsumenternas åsikter om märket." Thesis, Uppsala University, Media and Communication, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-9151.

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<p>Abstract</p><p>Title: Cheap Monday – A qualitative study of the consumers’ opinions of the brand (Cheap Monday – En kvalitativ studie av konsumenternas åsikter om märket)</p><p>Number of pages: 38 (40 including enclosures)</p><p>Author: Oskar Norlander</p><p>Tutor: Göran Svensson</p><p>Course: Media and Communication Studies C</p><p>Period: Autumn 2007</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University</p><p>Purpose/Aim: The purpose of this essay is to examine from the customers’ perspective how the Swedish jeans-brand Cheap Monday i

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Hörnkvist, Joachim, and Jesper Willman. "Konsten att inte vara offside online : Elitidrottsklubbars varumärkesbyggande i sociala medier." Thesis, Linköpings universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-139963.

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Bakgrund: Den ökade användningen av sociala medier har lett till att de i allt större utsträckning används som varumärkesbyggande verktyg för företag och organisationer. Den ökade kommersialiseringen som skett inom elitidrott har lett till att även elitidrottsklubbar avser att stärka sina varumärken. Tidigare forskning visar att elitidrottsklubbar bör utnyttja sociala medier för att främja och stärka relationen med supportrar och kunder, eftersom det på lång sikt bidrar till ökade intäkter för klubben. I en svensk kontext är forskningen om elitidrottsklubbars varumärkesbyggande i sociala medie

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Rashid, Paola. "Managing Brand Equity in an Integrated Marketing Communication Strategy : - A Case Study in the FMCG industry of the effectiveness and synergies of digital marketing channels." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-226901.

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Purpose: The purpose of this thesis is to add empirical findings of IMC strategies utilizing digital- and traditional marketing communication channels to build and maintain brand equity in the FMCG industry. More specifically awareness, associations/image and sales that are said to be critically affected by communication are the focus of the study. Research Question: Are digital marketing communication channels in an IMC strategy effective in creating awareness, associations and sales within the FMCG industry? Methodological approach: An exploratory case study was adopted utilizing a mix of da

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Lundgren, Fredrik, and Emma Järnkrok. "Från sällan till ofta : En fallstudie inom professionell idrott om sporadiska besökares konsumtion." Thesis, Linköpings universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-130111.

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Problemformulering: Idag råder en negativ trend gällande antalet åskådare för en majoritet av organisationerna inomprofessionell ishockey i Sverige. Då publiken utgör en viktig del i ett matchevenemang, både ekonomiskt och upplevelsemässigt, är detta en problematisk utveckling. Tidigare forskning visar att den del av publiken som besöker ett matchevenemang 1-3 gånger per säsong är en fördelaktig grupp att påverka för att öka dess konsumtion. Däremot har den tidigare forskningen primärt studerat besökare inom professionell idrott i generella termer alternativt fokuserat på hängivna fans samt ha

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