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 11 of 11 for “"brand communications"”.
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Exploring the relationship between organisational culture, brand, and word-of-mouth referral
… performance, specifically: its effect on brand image or on word-of-mouth referral. To do so, this paper unpacks a causal chain of influences in four chapters. The research here shows how that employees situated within the culture influences customers to promise to refer the organisation to …
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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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INTERNAL CUSTOMER VALUE CREATION AND COMMUNICATION CHOICES
… behind front-line employees’ decisions to convey brand information to external customers. These studies showed that employees were driven by factors affecting the perceived intrinsic value of engaging in discussions about the brand topic, as well as the perceived extrinsic value of rewards …
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Cultural Translation: An Analysis of Chinese Tropes in Emerging Luxury Chinese Lifestyle Fashion Brands
… to be widely deployed in global luxury fashion brand collections. In the late twentieth century, following the success of ‘China style’ effects, the use of Chinese tropes was a dominant trend in emerging luxury Chinese branding practices. The deployment of Chinese tropes as representations of …
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Internal factors affecting brand performance
In terms of effective branding, several recent trends have indicated the need for greater attention within the organisation than has traditionally been the case. With increased emphasis on corporate branding, the team responsible for managing a brand is becoming larger and more diverse and …
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An empirical investigation of how the impact of the four self-congruity types on brand attitude varies depending on an individual's self-construals, cosmopolitan and local orientaion.
… types (actual, ideal, social, ideal social) on brand attitude. A widely used practice among marketers focuses on communicating the notion that using their brands will bring consumers closer to how they would like to see themselves, their ideal self-concept (e.g. being a slim person like the …
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The Framing of CSR Messages and how they are interlinked with Brand Heritage and Authenticity for selected UK Grocery Retailers.
… corporate social responsibility (CSR) values in brand communications is difficult to get right. In particular, limited prior research has examined the evolving nature of CSR and how it is enacted within brand heritage and authenticity. In addressing this gap, this research examines the CSR …
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Defining Acceptable Colour Tolerances for Identity Branding in Natural Viewing Conditions
… provide the channel for the reproduction of most brand communications. The reproduction tolerances in the graphic arts industry are based on standards that aim to produce visually acceptable outcomes. To communicate with their target audience brands, use a set of visual cues that may include the …
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Essays on How Consumers Respond to Positive Brand-to-brand Interactions
… are privy to a wide variety of content from brands and media figures (e.g., celebrities, content creators, athletes, influencers). I focus on investigating the effects of observing positive interactions between brands or human brands on consumer perceptions. In the first essay, across six …
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Impact of self-construal, individualism-collectivism, and subjective social status on attitude towards luxury a cross-cultural study
… segments they should target and match with their brand communications. The limitations of the study, as well as the suggestions for future research, are presented.