Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 8 of 8 for “"Brand communication"”.
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An investigation of the impact of social media brand communication on brand equity for young Chinese consumers: a study of international high street fashion brands in China
… are playing an increasingly important role in communication. Due to the intense competition in the marketplace, nowadays, customers are exposed to numerous brands from across the world, and, therefore, building brand equity has become an important source of differentiation. According to Schema …
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Darbuotojų vaidmuo korporatyvinio prekės ženklo komunikacijoje /
… paper – employees’ role in the corporate brand communication process. The objective of the investigation. To establish employees’ role in the corporate communication, checking are theoretical suggestions realized in Lithuanian organizations’ corporate brands communication. The main tasks: …
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More than Just Words. How the Communication Style Adopted by Brands Affect their Relationships with Consumers
… has been to examine how specific aspects of brand communication style affect the ways in which relationships between brands and consumers form and evolve. A central research question has guided this dissertation: How, when, and why does the style of communication employed by a brand affect …
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Assessing Brand-Consumer Personality Congruence on Twitter: A Computational Textual Analysis Approach
Brands gain importance to consumers when the consumer supplies meaning or value to the brand (McCracken, 1993). BP allows consumers to use brands for self-expression (deChernatony, 1999; Johar & Sirgy; 1991; McCracken, 1986) and establish relationships with brands (Fournier, 1998; Keller, 2003; …
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Exploring charity brand relationships in a healthcare context.
The brand relationship paradigm (Heding et al. 2009) has been applied extensively in the commercial consumer-brand context (Breazale and Fournier 2012) but there has been scant attention to the study of corporate brand relationships (Abratt and Kleyn 2010) and more specifically in the charity …
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An investigation of the potential of branding a city through culture: A case of Thohoyandou town in Thulamela Local Municipality, Limpopo Province, South Africa.
… to assess how marketing of cities through branding might be a source of enhancing competitiveness, attracting tourists and investments. Therefore, the main aim of this study is to investigate the potential of branding Thohoyandou city through culture. Specifically the research sought to …
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Exploring how Generation Y consumers engage with human brands: does it differ from how they engage with traditional brands?
Traditionally, brands have been known as cues that identify or distinguish products, businesses, services, or organisations. More recently, researchers have established that brands can also be human, yet to date very little literature has explored the concept of human brands. For the purpose of …
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¿Qué características podría tener el discurso comunicacional publicitario para fortalecer la percepción de marca en las redes sociales y página web de salones de belleza de la ciudad de Bogotá focalizados en personas de género femenino de 25 a 35 años?
El presente trabajo, a manera de tesis de investigación, desde un enfoque cualitativo, expone, por una parte, los elementos comunes en los que está dirigida la publicidad y la comunicación en los salones de belleza en Bogotá, inicialmente, a través de primero una aproximación a unos casos de …